Purpose The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs...

Purpose: This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation. Design/methodology/approach: Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools. Findings: Key...

Purpose: The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake...

Tapping into the creativity of a crowd can provide a highly efficient and effective means of acquiring ideas, work, and content to solve problems. But crowdsourcing solutions can also come with risks, including the legal risks associated with intellectual property. Therefore, we raise and...