Tailoring content to consumers has become a hallmark of marketing and digital media, particularly as it has become easier to identify customers across usage or purchase occasions. However, across a wide variety of contexts, companies find that customers do not consistently identify themselves, leaving a substantial fraction of anonymous visits. We develop a Bayesian hierarchical model that allo...

Editorial PrEfacE The growing use of new generation, mobile-based, information and communication technologies (ICT) has expanded opportunities for food and agricultural marketing and rural financial service delivery among the smallholder farming community in Sub-Saharan Africa. Smallholder farmers in developing countries have struggled for many years under difficult conditions of poor access to...

The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper ref...

Young adults experience faster weight gain and consume more unhealthy food than any other age groups. The impact of online food marketing on "digital native" young adults is unclear. This study examined the effects of online marketing on young adults' consumption behaviours, using energy drinks as a case example. The elaboration likelihood model of persuasion was used as the theoretical basis. ...

This paper provides an economic analysis of marketing innovation. A dynamic duopoly model is developed to study two forms of marketing innovation: ; which allows a …rm to acquire consumer information e¤ectively; and ; which reduces consumer transaction costs. The incentives and e¤ects of marketing innovation di¤er markedly from those of product or process innovations. While bene…ts the innovati...