This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital...

Social media usage by children and young people is an increasingly controversial topic. The focus is on risks, opportunities, and possible regulations. Politicians from all relevant parties are now open to a social media ban up to a certain age; the Federal Ministry for Family Affairs has set up...

This article examines the applicability of the Digital Services Act (DSA) to ChatGPT, arguing that it should be classified as a hybrid of the two types of hosting services: online search engines and platforms. This requires classifying search engines as hosting services, which we show is...

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...

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...

This study explores how digital and traditional marketing tools influence higher education students' career decision-making, satisfaction, and career commitment during students' educational trajectories in Iraq's rapidly expanding university sector. Using an explanatory sequential mixed-methods...

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...

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...

This article critically analyses the enforcement framework of the EU Digital Markets Act (DMA), with a focus on its early operational phase. The DMA establishes a new regulatory regime that addresses entrenched platform power through ex ante obligations on designated gatekeepers. Building on the...

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Objective: This study proposes a cross-cultural competence (CCC) model for Chinese college students in the cross-border e-commerce (CBEC) sector, aiming to identify key dimensions and support talent development in digital global trade. Research Design & Methods: We conducted a cross-sectional...

This paper introduces the concept of the superplatform to analyse and regulate Google's online advertising ecosystem. As the operator of the world's largest ad exchanges, Google often escapes regulatory oversight and scholarly scrutiny. The superplatform is conceptualised as an integrated...

The current research aims to systematically review the impact of the Internet of Things (IoT) on online marketing, focusing on its opportunities and challenges. Using the PSALSAR methodology, this research delves deep into the literature to understand the nature of IoT influences. The analysis...

This study aims to analyze the impact of social media on pre‑purchase decision‑making among both current and future professionals. For this analysis, information obtained from a previous bibliometric study was used. From this study, 6 research questions and 3 hypotheses were developed,...

Implementing digital marketing strategies to promote national tourist destinations is essential to attract large numbers of visitors. Additionally, the use of social media and content marketing helps to strengthen a virtual community with a common interest in tourism. Digital strategies can be...

In the past, many marketers did not pay much attention to AI, even though it has been used to address target groups, for product recommendations and optimise campaigns. However, since ChatGPT's introduction by OpenAI in November 2022, there's been a surge in interest in generative AI across the...

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...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

This article compares the goals and outcomes of industry- and activist-led efforts that leverage advertisers to influence platform content moderation, and considers how these efforts fare as governments intervene more strongly in platform governance. It draws on contemporary documents and...

This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

This study investigates the technological determinants infuencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology-organization-environment (TOE) Framework, the research...

This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quantitative method to survey 385 active IndiHome...