In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creat

"This book provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement by revi

The recent advancements in the field of the internet of things (IoT), AI, big data, blockchain, augmented reality (AR)/virtual reality (VR), cloud platforms, qu

Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to de

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international