Social media are at the center of countless debates on polarization, misinformation, and even the state of democracy in various parts of the world. An essential feature of social media is their recommendation algorithm that determines the ranking of content presented to the users. This paper...

This paper studies the impact of the European Union's Digital Markets Act (DMA) on user search behavior and traffic to online mapping services, focusing on recent changes to Google's search results page. In January 2024, Google altered the display of location-based queries for EU users by...

Online ratings emerge from a multi-stage process that can systematically distort their informational content. We develop a unified framework decomposing the rating process into distinct components: experienced quality (driven by intrinsic quality, seller effort, and price), expectations formed...

Online ratings emerge from a multi-stage process that can systematically distort their informational content. We develop a unified framework decomposing the rating process into distinct components: experienced quality (driven by intrinsic quality, seller effort, and price), expectations formed...

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

The FDZ Ruhr provides two campus files on real estate advertisements in Germany: the Panel Campus File (RWI-GEO-RED Panel) and a Cross-Sectional Campus File (RWI-GEO-RED Cross-Section). The datasets are extractions of the Scientific Use Files of RWI-GEO-RED. The Panel File covers the 15 largest...

In this article, we analyse the controversies leading up to and following Meta's introduction of the infamous "pay or okay model" for Facebook and Instagram users in the European Union/European Economic Area (EU/EEA) region. In particular, we focus on the central role of the Norwegian data...

There is an ongoing debate about how to moderate toxic speech on social media and the impact of content moderation on online discourse. This paper proposes and validates a methodology for measuring the content-moderation-induced distortions in online discourse using text embeddings from...

Dieses Lehrbuch vermittelt einen anschaulichen und praxisorientierten Überblick über die Grundlagen des digitalen Marketings. Kurze Lerneinheiten, übersichtliche didaktische Module sowie die begleitende Lernkontrolle sorgen für eine nachhaltige Wissensvermittlung. Es richtet sich damit an...

This essay examines Iran's most extensive internet disruption since 2022, imposed during the June 2025 conflict with Israel, when missile strikes quickly evolved into coordinated cyberattacks on banking, radar, and communications systems. Drawing from direct experience during the blackout, it...

Social networking sites are becoming an increasingly important channel for the transnational transmission of information. However, their role as intermediaries of autocratically controlled information environments reaching audiences outside the autocratic country's borders has not been...

As AI-powered personalized advertising becomes increasingly prevalent in the digital marketplace, understanding its influence on consumer purchase intention is essential. This study investigates the impact of perceived personalization on purchase intention, with a particular focus on the...

Digital transformation has re-engineered tourism marketing and how destination branding competes for tourist attention, yet scholarship offers little systematic quantification of these changes. Drawing on 160 peer-reviewed studies published between 1990 and 2025, we combine grounded-theory...

Artificial intelligence (AI) has become a game changer for Instagram influencers. AI assists influencers in refining their attributes by providing insights into the latest trends and enables influencers to create tailored content that engages audiences at a profound level. Despite such...

This study explores the critical role of cultural adaptation in digital marketing strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in Java, Indonesia, within the context of a rapidly digitizing marketplace and shifting consumer behaviors. The research employs a systematic...

The study is aimed to analyze the interrelationships of challenges of digital-marketing adoption in Fast Moving Consumer Goods (FMCG) sector in Pakistan. The design comprises of review of up-to-date literature, primary data gathering, modeling and analysis. The data are collected through survey...

This study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

This study addresses the growing importance of peer influence in digital marketing by examining how various forms of social interaction affect Generation Z's purchase intentions, particularly in relation to newly launched technological products. As digital natives, Gen Z consumers navigate...

To what extent can Art. 5(2) of the Digital Markets Act (DMA) limit effectively the data combination abilities of gatekeepers? Gatekeepers are able to achieve significant data advantages by collecting and combining personal data from various sources. Looking at the example of Meta, it can use...

While the capability of generative AI to generate high-quality content is well-recognized, there is still a lack of in-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this gap by conducting experiments to examine the...

Self-led educational technologies have the potential to improve student learning at scale, but sustaining student engagement with these platforms remains a challenge. We present results from an experimental evaluation implemented following the scale-up of a math platform in Peru, where primary...

Artificial intelligence (AI) is transforming the way businesses operate, enabling entrepreneurs to achieve diagnoses that were once only possible for large companies. This transformation is evident in digital advertising, where AI not only enables advanced analytics, but also offers the...

User-generated content (UGC) is generally understood as an expression of opinion in many forms (e.g., complaints, online customer reviews, posts, testimonials) and data types (e.g., text, image, audio, video, or a combination thereof) that has been created and made available by users of...

This article addresses the role of user-generated content (UGC) across the different stages of the customer journey and the decision process. Various types of UGC, such as online reviews and social media posts, significantly affect how customers engage with brands and make purchasing decisions....

Influencers who advocate for environmentally friendly and ethical practices play a crucial role in promoting the principles of the circular economy, including the 4 Rs: repair, reuse, recycle, and reduce. This paper investigates the business models utilizsed by sustainability influencers and...