Journal of Marketing Analytics

2016 - 2025

Current editor(s): Maria Petrescu and Anjala Krishnen

From Palgrave Macmillan
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Volume 13, issue 3, 2025

The future of analytics in digital marketing and electronic commerce: how digitalization and sustainability affect consumers, firms, and policymakers pp. 571-573

Philipp Brüggemann, Luis F. Martinez and Francisco J. Martínez-López

ESG consequences for companies in the digital environment: insights from sector-specific performance across the EU-27 pp. 574-586

Vojtěch Kotrba, Jakub Menšík and Luis F. Martinez

Consumer value dimensions in conversational and mobile commerce pp. 587-605

Carsten D. Schultz and Saskia Kaiser

Mapping e-commerce trends in the USA: a time series and deep learning approach pp. 606-634

Filipe R. Ramos, Luisa M. Martinez, Luis F. Martinez, Ricardo Abreu and Lihki Rubio

Consumer responses to 3D experiences: the role of enjoyment, surprise, and augmentation quality pp. 635-644

Simoni F. Rohden, Dmitry Subbotin and Lélis Balestrin Espartel

Factors affecting the probability of funding success and default risk of borrowers in P2P lending: a social network analysis approach pp. 645-667

Sahiba Khan, Ranjit Singh and Jayashree Bhattacharjee

Doctor and celebrity credibility: their dual impact on livestream viewers’ trust and service adoption intentions pp. 668-696

Hoang Minh Dao, Minh Le Bui, Duc Hoang and Luis F. Martinez

Review valence impact on jello shot sales pp. 697-708

James Christopher Westland

Covariance-based structural equation modeling (CB-SEM): a SmartPLS 4 software tutorial pp. 709-724

Joseph F. Hair, Barry J. Babin, Christian M. Ringle, Marko Sarstedt and Jan-Michael Becker

Examining the antecedents of customers’ purchase behavior and the moderating role of streamers’ operational strategies in live-streaming commerce pp. 725-743

Yiming Zhuang and Xun Xu

A comparative paradigm of sequential mediation models of influencers’ credibility using PLS-SEM with machine learning pp. 744-779

Nora Sharkasi, Saeid Rezakhah and Gomaa Agag

Examining value co-creation in branded mobile apps: a critical analysis of its antecedents and outcomes pp. 780-797

Trang P. Tran, Qin Sun and Anh Dang

Fairness testing for uplift models pp. 798-823

Victor S. Y. Lo, Yourong Xu, Zhuang Li and Melinda Thielbar

Advancing predictive content analysis: a natural language processing and machine learning approach to television script data pp. 824-845

Anthony Palomba

Overcoming obstacles: the future of French Gen-Z in the metaverse. Does familiarity with current metaverse platforms play a key role? pp. 846-872

Souheila Kaabachi, Sélima Ben Mrad, Fabienne Cadet, Ahmed Anis Charfi and Monyédodo Régis Kpossa

Vertiport ventures: assessing operational feasibility for eVTOL integration in São Paulo’s helipad and heliport infrastructure pp. 873-884

Peter E. O’Reilly, Ramy A. Rahimi, Jorge Luiz Rosa Marques and Marco Aurélio Feitosa A. L. Babadopulos

Analyzing product attributes and brand sentiment of smartwatches using Twitter/X data from a time series perspective pp. 885-901

Zhenning Xu, Amarpreet Kohli, Solomon Nkhalamba and Lili Gai

Value perceptions of first-party content on multi-sided platforms: Findings from the Amazon Marketplace pp. 902-917

Jørgen Veisdal

A new approach to understanding involvement: linking involvement to the memorability of experience pp. 918-935

Arman Akhoondnejad, Christopher Rosin and Charles Brennan

Geodemographic drivers of store-level demand and marketing mix sensitivities pp. 936-955

Alexander Chaudhry and P. B. Seetharaman

Consumer (brand) happiness of premium fashion brands and value consciousness: The case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms pp. 956-985

Chara Lyroni and George Spais

Correction to: Consumer (brand) happiness of premium fashion brands and value-consciousness: the case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms pp. 986-986

Chara Lyroni and George Spais

Correction to: Consumer (brand) happiness of premium fashion brands and value-consciousness: the case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms pp. 987-987

Chara Lyroni and George Spais

Correction: Do peer-to-peer interaction and peace of mind matter to the generation Z customer experience? A moderation-mediation analysis of retail experiences pp. 988-988

Jose Ribamar Siqueira Junior, Mauricio Losada-Otálora, Nathalie Peña-García, Silvana Dakduk and Carlos Eduardo Lourenço

Volume 13, issue 2, 2025

Trends and future of artificial intelligence (AI), machine learning (ML) algorithms, and data analytics and their applications and implications for digital marketing and digital promotions pp. 263-266

George Spais and George Chryssochoidis

The interplay of artificial intelligence, machine learning, and data analytics in digital marketing and promotions: a review and research agenda pp. 267-287

Rituparna Basu, Md. Nayeem Aktar and Satish Kumar

The evolving role of AI and ML in digital promotion: a systematic review and research agenda pp. 288-307

V. G. P. Lakshika, B. T. K. Chathuranga and P. G. S. A. Jayarathne

A bibliometric analysis of AI bias in marketing: field evolution and future research agenda pp. 308-327

Lara Sofia Bacalhau, Miguel Cachulo Pereira and Joana Neves

Εstablishing relationships between brands and customers via strategic social media chatbots for telecom goods and services pp. 328-370

Roxani Polimerou and George Spais

Topic classification of vietnamese product reviews in e-commerce using PhoBERT pp. 371-385

Tuan Duy Nguyen, Duc Minh Nguyen, Huu Manh Nguyen and Thi Quynh Giang Nguyen

Effects of advertising exposure duration and frequency: a theory and initial test pp. 386-404

Millie Elsen, Rik Pieters and Michel Wedel

Item level correction: detecting, removing, and reporting common methods variance pp. 405-423

Adam C. Merkle

Do peer-to-peer interaction and peace of mind matter to the generation Z customer experience? A moderation-mediation analysis of retail experiences pp. 424-444

Jose Ribamar Siqueira, Mauricio Otalora Losada, Nathalie Peña-García, Silvana Dakduk and Carlos Eduardo Lourenço

Value added to marketing research diagnoses by add-ons to $${\varvec{p}}$$ p -values pp. 445-466

Alain Bultez and Jean-Luc Herrmann

Can I be a sportsperson and a worker? Analytics on athlete and coach dual careers pp. 467-482

M. Mingione, G. Mattia, K. Podnar and L. Capranica

Mindful marketing: a study of the effect of impulse buying on mindfulness and the mediating effect of trait antecedents pp. 483-498

Bay O’Leary, Ricky Fergurson and Selima Ben Mrad

The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices pp. 499-513

Gonzalo Luna-Cortes, Luis Miguel López-Bonilla and Jesús Manuel López-Bonilla

What postpones degree completion? Discovering key predictors of undergraduate degree completion through explainable artificial intelligence (XAI) pp. 514-536

Burak Cankaya, Robin Roberts, Stephanie Douglas, Rachel Vigness and Asil Oztekin

Sustainability and innovation as segmentation criteria in retail pp. 537-550

Antonio Marín-García, Irene Gil-Saura, María Eugenia Ruiz-Molina and Mihaela Simona Moise

Correction: Sustainability and innovation as segmentation criteria in retail pp. 551-551

Antonio Marín-García, Irene Gil-Saura, María Eugenia Ruiz-Molina and Mihaela Simona Moise

The second mover’s market research dilemma pp. 552-569

Markus Christen and David A. Soberman

Correction: The second mover’s market research dilemma pp. 570-570

Markus Christen and David A. Soberman

Volume 13, issue 1, 2025

Marketing analytics research for the better good: thoughts and ideas pp. 1-3

Maria Petrescu and Anjala S. Krishen

Integrating the customer equity and brand equity approaches to the financial value of marketing pp. 4-16

Bobby J. Calder, Edward C. Malthouse and Joe Omatoi

Selection is superior to scale: determining brand loyalty highly correlated to market share pp. 17-28

Takumi Kato, Nobu Takenaka, Rie Ito and Kazuki Nishiguchi

Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis pp. 29-52

Tomáš Pitka, Jozef Bucko, Stanislav Krajči, Ondrej Krídlo, Ján Guniš, Ľubomír Šnajder, Ľubomír Antoni and Peter Eliaš

The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective pp. 53-68

Cid Gonçalves Filho, Flavia Braga Chinelato and Fernanda Viterbo Prado

Analysing user-generated content in sports events through the lens of the Spain brand pp. 69-81

Inés Kuster, Natalia Vila-Lopez, Elísabet Mora and María Isabel P. Riquelme Martínez

Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective pp. 82-95

Pingjun Jiang

The role of cognitive processes in healthy consumption food products: An eye-tracking technology study pp. 96-110

Diana Escandon-Barbosa, Jairo Salas, María Patricia López-Ramírez and Alexandra Pava-Cárdenas

Predicting customer churn using machine learning: A case study in the software industry pp. 111-127

João Rolim Dias and Nuno Antonio

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics pp. 128-144

Yanbo Zhang, Chuanlan Liu and Chunmin Lang

A bibliometric analysis of virtual influencers in the Web of Science pp. 145-161

Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez and Isabel Pascual-Riquelme

The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role pp. 162-179

Matti Haverila, Kai Haverila, Mohammad Osman Gani and Muhammed Mohiuddin

The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI pp. 180-201

Luis Matosas-López

Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys pp. 202-217

Ákos Münnich, Mátyás Kocsis, Mark C. Mainwaring, István Fónagy and Jenő Nagy

When and how digital novel technologies matter to firm marketing performance pp. 218-235

Itzhak Gnizy

Research trends in market intelligence: a review through a data-driven quantitative approach pp. 236-262

Mostofa Wahid Soykoth, Woojong Sim and Sydney Frederick