Purpose: This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't....

Purpose: The purpose of this paper is to explain the technological phenomenon artificial intelligence (AI) and how it can contribute to knowledge-based marketing in B2B. Specifically, this paper describes the foundational building blocks of any artificial intelligence system and their...

Purpose: This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human...

Purpose: The creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for solutions to get us out of the “fake news crisis”. Here, one approach is to use automated tools, such as...

Purpose: This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human...