Purpose: The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and the emerging artificial intelligence (AI)-supported ways to analyze content (primarily text) in marketing and...

Purpose: The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided (non-AI) approaches to content analysis....

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: The purpose of this paper is to develop an instrument to measure employer branding in the information age. Firms increasingly migrate from matter-intensive business models to information-intensive models, where value lies in information rather than the physical objects. This shift has,...

Purpose: This paper aims to examine if (and how), enterprise social media (ESM) can be understood as a strategic knowledge management phenomenon to improve organizational performance. Design/methodology/approach: This paper uses intellectual capital theory and its functional building blocks to...

Purpose: Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers...

Purpose Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions...