Research Projects

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The impact of social media technologies on organization cultural intelligence and new product development in international markets

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International marketing capabilities development: the role of firm cultural intelligence and social media technologies.

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The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network

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Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

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From perceived creativity and visual appeal to positive emotions: Instagram's Impact on Fast-Food Brand Evangelism

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Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity

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The Nexus Between Green Influencers and Green Customer Citizenship Behavior: Do Environmental Self-Identity and Dynamic Norms Matter?

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Isolation marketing: social isolation and virtual gift donation intention

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Digital marketing capabilities and SME performance: the influence of market orientation and the complementarity effect on customer relationship management capabilities.

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Latest AI and Digital Marketing Research

Generative AI creates novel text, images and video, enabling innovative marketing, idea generation and cost-effective content that can outperform humans. It aids reasoning-based decisions but lacks physical sensing. Marketers must combine AI with human judgment, address ethics and privacy, support employees, and manage customer scepticism. AI works best when augmenting people, with firms adapting structures, communication and expectations across cultures.

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