The current research aims to systematically review the impact of the Internet of Things (IoT) on online marketing, focusing on its opportunities and challenges. Using the PSALSAR methodology, this research delves deep into the literature to understand the nature of IoT influences. The analysis...

The article addresses the issue of the distribution of users browsing the internet for content in a specific format through alternative content delivery channels in the context of inbound marketing. The problem being addressed is part of a broader problem with the formation of traffic to an...

Implementation of IT innovations in insurance industry enhances actual business models and creates new ones. E-insurance refers to creating and providing insurance and connected financial services through digital solutions. In this paper the impact of IT usage and digitalization on insurance...

Retailers should prioritise technological innovations, adapt their business models, manage their distribution channels effectively, and strengthen their customer-centric strategies. Additionally, it is crucial to note that while smart retail is gaining prominence in the sector, challenges such...

In the last decade, the use of Data Sciences, which facilitate decision-making and extraction of actionable insights and knowledge from large datasets in the digital marketing environment, has remarkably increased. However, despite these advances, relevant evidence on the measures to improve the...

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...

Mobile applications (MA) and social media (SM) platforms are changing Internet user behavior. This study aims to unveil within current academic literature, the fields where usability research has been focusing their efforts in the dimensions institutional websites (IW), SM and MA usability, and...

Marketing in public cultural institutions can be defined as a tool for achieving an organizational and creative concept that seeks to build relationships with the audience. This paper will define how public cultural institutions manage their marketing departments, with particular emphasis on the...

Purpose: One of the main questions about the future of print and electronic books is whether the second will replace the first. Although the electronic book was first introduced to the public in 1971, the trend of reading e-books did not gain popularity until the previous decade. The recent...

The paper briefly highlights the importance of the internet for business operations of modern companies and the possibilities for its inte-gration with traditional marketing activities. The research problem reported in the paper is the identification of presence of internet marketing and its...