"This book offers a holistic overview of the main applications and uses of data sciences in digital marketing strategies and business models, analyzing the new strategies that influence digital marketing and offering insights related to the creation of innovative data-driven and knowledge...

With the advancement of technology and advent of the new digital era, the society is getting increasingly exposed to novel technologies, digital platforms, or smart devices. This reality opens a wide range of questions about the benefits and challenges of technology and its impact on humans. In...

The rapid development of artificial intelligence (AI) has significantly transformed digital marketing enhancing its effectiveness and raising new ethical and privacy concerns. This study investigates the ethical implications of AI-based digital marketing, particularly focusing on user privacy....

The millennial generation plays a leading role in today’s connected world in which exists a confluence of numerous technologies and the internet in science, economy and innovation. This study aimed to identify the key factors that characterize the millennial generation within the online...