Mobile Marketing

An increasing number of mental health services are now offered through mobile health (mHealth) systems, such as in mobile applications (apps). Although there is an unprecedented growth in the adoption of mental health services, partly due to the …

Commercial banks are required to explain the credit evaluation results to their customers. Therefore, banks attempt to improve the performance of their credit scoring models while ensuring the interpretability of the results. However, there is a …

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this …

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the …

Even though mobile marketing is acknowledged as one of the most personal and effective approaches to marketing, research on mobile marketing during times of crisis is limited. Following the COVID-19 outbreak, mobile marketing blossomed to capture …

Servitization zeichnet zwei sich bisher in Teilen widersprechende Entwicklungen nach, die im Servicemanagement kollidieren können: Digitization führt einerseits den andauernden Trend zum Service-Marketing als echte Service-Offensive fort. Zugleich …

Barriers to using mobile payment technology are a significant impediment to users adopting new technologies. Barriers can be defined as the consumer’s opposition to any innovation. The barriers to using mobile payment technology will, therefore …

The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the …