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Organisations using advanced technology, like ChatGPT, for executing their marketing practices are proliferating, but such fast growth also comes with different adverse impacts of ChatGPT. This interaction of ChatGPT with the humanly implemented marketing 5.0 approach complements the marketing effectiveness. However, while considering the brighter aspects of this techno-marketing integration, marketers should also keep its dark side in mind. Therefore, this chapter investigates the integration of AI-enabled ChatGPT into marketing 5.0 practices. However, both the concepts under study are growing in terms of literature, and the research gap is even more extended when considering their associated views. Furthermore, significantly less literature is available emphasising the negative aspects of this advanced technology. This chapter bridges these gaps by reviewing the literature and presenting the gold-plating effect of ChatGPT usage while implementing marketing 5.0 practices. It also proposes a framework for showing the relationship between ChatGPT utilisation and practicing marketing 5.0, depicting the dark side of this techno-marketing integration. It also emphasised the need for conscious and learned associations between the concepts under study.

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.

This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.

We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.

This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.

A “state-driven” approach suggests that colonists use census categories to rule. However, a “society-driven” approach suggests that this state-driven perspective confers too much power upon states. A third approach views census-taking and official categorization as a product of state–society interaction that depends upon: (a) the population's lay categories, (b) information intellectuals' ability to take up and transform these lay categories, and (c) the balance of power between social and state actors. We evaluate the above positions by analyzing official records, key texts, travelogues, and statistical memoirs from three key periods in India: Indus Valley civilization through classical Gupta rule (ca. 3300 BCE–700 CE), the “medieval” period (ca. 700–1700 CE), and East India Company (EIC) rule (1757–1857 CE), using historical narrative. We show that information gathering early in the first period was society driven; however, over time, a strong interactive pattern emerged. Scribes (information intellectuals) increased their social status and power (thus, shifting the balance of power) by drawing on caste categories (lay categories) and incorporating them into official information gathering. This intensification of interactive information gathering allowed the Mughals, the EIC, and finally British direct rule officials to collect large quantities of information. Our evidence thus suggests that the intensification of state–society interactions over time laid the groundwork for the success of the direct rule British censuses. It also suggests that any transformative effect of these censuses lay in this interactive pattern, not in the strength of the British colonial state.

This study aims to develop a theoretical framework that marketing practitioners and scholars can adopt to enhance their understanding of how firms can effectively deploy and use digital human avatars as part of their global digital marketing strategy. By doing so, we inform investors of ongoing digital transformations of marketing practices that will equip marketeers to provide scalable, tailored, reliable and relevant digital self-service interactions to users, consequently improving the user/customer experience.

Thematic analysis was used to discover factors to enable the successful implementation of digital human avatars, drawing on in-depth interviews with fourteen executives of digital human avatars developer companies worldwide and analysis of ten podcasts and webinars with artificial intelligence (AI) experts.

Digital human avatars revitalise the international dynamic marketing capabilities (IDMCs) of firms by integrating advanced technologies that transform user interactions, improve engagement and facilitate knowledge acquisition, dissemination and usage across various sectors and business units globally. This integration promotes a dynamic approach to international brands, customer relationships and marketing knowledge management capabilities, offering profound value to users and firms.

Our first limitation is a lack of diversity in data sources. As digital human avatars are an emerging field, we had to limit our study to 14 experts in AI and 10 podcasts. While this method provides deep insights into the perspectives of those directly involved in the development and implementation of digital human avatars, it may not capture the views of end-users or consumers who interact with these avatars, which can be an avenue for further research. Our second limitation is the potential bias in the interpretation of our interview data and podcasts. This study’s approach to data analysis, where themes are derived from the data itself, carries a risk of subjective interpretation by the researchers. Future studies are encouraged to investigate the impact of digital human avatars across different organisational contexts and ecosystems, especially focusing on how these technologies are integrated and perceived in various international markets.

The novel framework has direct implications for innovators and marketing practitioners who aim to adopt digital human avatars in their marketing practices to enhance the effectiveness of international marketing strategies.

The adoption of digital human avatars can alleviate loneliest elderly and vulnerable people by being a companion. The human-like characteristics can impact sense of presence and attachment.

The novelty of our study lies in exploring the characteristics of technologies and practical factors that maximise the successful adoption of digital human avatars. We advance and contribute to the emerging theory of avatar marketing, IDMCs and absorptive capacity by demonstrating how digital human avatars could be adopted as part of a firm’s global digital marketing strategy. We focus specifically on six dimensions: outcomes and benefits, enhancements and capabilities, applications and domains, future implications, foundational elements and challenges and considerations. This framework has direct implications for innovators and marketing practitioners who aim to adopt digital human avatars in their marketing practices to enhance the effectiveness of international marketing strategies.

The “VUCA world” is an environment characterized by unprecedented levels of volatility, uncertainty, complexity, and ambiguity (VUCA). In such a turbulent environment, corporate entrepreneurship is key for all businesses, especially family firms. Corporate entrepreneurship is a concept that enables innovation, growth, and competitive advantage over competitors. It is a driving force for organizations to make changes in their structures and operations to respond to changes by using the limited resources they have in the environments in which they operate and to reduce the negative effects of shortening product life cycles. Family firms, which have an important place in the economies of countries, are indispensable players in economic activities, they need to think more strategically, and innovative and have an entrepreneurial perspective in ensuring their adaptation for competitive and growth purposes. In this study, the relationship between the place of family firms in the VUCA world and corporate entrepreneurship was tried to be established, and the corporate entrepreneurship of family firms was examined in line with their corporate logic. For this purpose, the news on the corporate websites of seven family companies operating in Türkiye and included in the 2023 Family Business Index was analyzed by content analysis method. Data were coded with thematic coding and findings were revealed. Common types of logic in family firms are market logic and efficiency and savings logic, with a hybrid characteristic consisting of a combination of market logic and efficiency and savings logic.

The concept of “participation” has become a buzzword in contemporary public governance models. However, despite the broad and significant interest, defining participation remains a debated topic. The aim of the current study was to explore how participants perceived and interpreted the meaning and scope of participation.

This study is part of a four-year (2019–2022) longitudinal research project investigating stakeholder participation in the context of developing and establishing a strategic regional plan in Region Skåne in southern Sweden. The research project has a qualitative approach and uses interviews with different stakeholder groups such as municipal politicians and public officials and a survey as empirical material.

The authors developed a participation spectrum including eight types of participation: to be open, to be informed, to be listened to, to discuss, to be consulted, to give and take, to collaborate and to co-create. The authors also identified four different purposes of participation: creating a joint network, creating a joint understanding, creating a joint effort and creating a joint vision. The spectrum and the purposes were related through four characteristics of participation, i.e. involvement, interaction, influence and empowerment.

The study rests on a single case, and so the results have limited transferatibility.

Researching participation in terms of the participants' perceptions contributes a new perspective to the existing literature, which has commonly focussed on the organizers' perceptions of participation. Moreover, in order to clarify what participation meant to the participants, the study puts emphasis on untangling this from the why question of participation.

The purpose of this study is to investigate the mediating influence of three digitalization antecedents on the links between digitalization and survival. It addresses the roots of digitalization to discover different patterns and foundations that contribute to higher survival rates. The article explores whether a learning strategy can attain survivability on its own or whether digitalization facilitates the function of learning in survival.

The study uses partial least squares structural equation modeling to analyze data from 483 firms to assess this study’s hypothesis. Additionally, necessary condition analysis (NCA) is used to specify the necessary conditions of survivability.

The authors find a positive relationship between digitalization and business survival, as well as evidence of the strong mediating effect of resilience and learning in survivability. In addition, the study reveals that digitalization can serve as a sufficient condition for survival but not a necessary one, as it may be replaced by the mediating variables.

The research offers insights into digitalization’s impact on business survival but faces limitations such as geographic focus and reliance on self-reported data. Despite this, it contributes to theory and practice by exploring how digitalization, organizational capabilities and resilience intersect.

This study provides insights into the required parameters for survival and the elimination of outliers in NCA.

This work provides insights into different antecedents of digitalization and business survival.

I am concerned with insights heterodox economics, and particularly the new institution economics, can offer regarding interactions between health emergencies and the airline industry. Air services not only facilitates the transmissions of diseases among humans, and between animals, but on the positive side, can expedite the movement of medicines and the transfer of those afflicted during pandemics and epidemics. They can serve to limit the outbreak of disease by providing “mercy flights” to regions poorly served by other modes. Significant challenge confronting carriers during a major event, however, often included immediate financial shocks as well as ensuring their operations do not contribute to the spread of disease. These economic challenges for both commercial carriers and public policymakers involve sources of finance for what is, in this context, a semi-public service as well as the extent to which airlines should retain standby capacity extending resilience to the air-service supply chain. Conventional neoclassical economics, while still at the center of analyzing many of these sorts of issues, has increasingly, because of its rigid assumption and poor forecasting record, been supplemented by heterodox economic thinking. This trend has been reinforced by progress in fields such as psychology. What I demonstrate is that heterodox economics, and especially the role of institutions, offers a more complete picture of the interactions between air transportation and the spread of disease.