Contents: Introduction / Carsten Lund Pedersen, Adam Lindgreen, Thomas Ritter and Torsten Ringberg -- Part I: Foundations: Getting the basics right -- 1. Building small business utopia: How artificial intelligence and big data can increase small business success / Karen G. Mills and Annie V....

Computer-mediated knowledge transfer has been at the forefront in consultancy research. The underlying idea is that individual knowledge can be externalized into disembodied symbols and codes, which can then be disseminated and accessed electronically within and across organizations. Although...

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that...

While creativity in advertising is a growing area of marketing research, relatively little is known about how the effects of creativity are produced. Accordingly, this research explores the basic persuasive (i.e., desire to postpone closure) and emotional (i.e., positive affect) mechanisms...