Purpose: Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach:...

Purpose: The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media. Design/methodology/approach: The paper builds on a set of 20...

Purpose: This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on...

Purpose: Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role...

Purpose: Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of...

Purpose: The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication. Design/methodology/approach: The authors used a multiple-case study approach consisting of five information-rich cases, with the...