Search results

This analysis examines the evolving role of deep learning in engagement marketing research. It tries to address a critical knowledge gap despite the rapid growth of artificial intelligence (AI) applications in this field.

Using bibliometric techniques, this study analyzes Scopus data to investigate the evolution of engagement marketing research influenced by technology. Overlapping maps, evolution maps and strategic diagrams reveal key trends and intellectual structures within this dynamic field.

Our analysis reveals key trends in deep learning applications, like focuses on language-interaction, interactivity-privacy and human-focus satisfaction. While results show the contribution in foundational works like linguistics, algorithms and interactive marketing, they also raise concerns about the algorithmic bias, privacy violations and etc.

While Scopus data offers valuable insights, our analysis acknowledges its limitations on publication language. Future research should treasure foundational works and historical context for comprehensive understandings. Additionally, addressing emerging challenges such as negative customer experiences and fairness is crucial for future studies.

This review provides a comprehensive perspective on deep learning applications on engagement marketing research in the context of interactive marketing. We present trends and thematic structures with practical implications for scholars and practitioners. It presents a fuller intellectual landscape and suggests that future research directions shall prioritize a human-centered approach to AI implementation, ultimately fostering genuine customer connections.

This study aims to investigate how information technology and knowledge management capabilities (ITCs and KMCs) impact organizational innovation (OI) through organizational agility (OA) (in terms of adaptive and entrepreneurial agilities; AA and EA).

Data are collected from IT and bank managers working in Indian banking sector through a matched-pair field survey. The analysis is performed using AMOS-25, a covariance-based structural equation modeling approach.

The findings are twofold. First, ITC and KMC are essential to realizing augmented OA (in terms of AA and EA). However, AA (fostering incremental innovation) contributes more than EA (fostering radical innovation) to attain OI. Second, although KMC is not directly impacting OI, its indirect effect via AA is obtained. It indicates that in Indian banking firms, KMC is still in the infancy level and not fully entrenched in corporate strategies; hence, may not necessarily enhance OI.

Although extant literature focuses on the impact of ITC and KMC (studied in separate research) on agility and performance, it pays very scant attention to the ITC–KMC–OA–OI linkages. There is a lack of research regarding the joint effects of ITC and KMC on OA and OI, specifically, there exists no research highlighting the indirect effect of OA on the ITC–KMC–OI relationships. The two pivotal concepts “the necessity of KM practices fully ingrained in the organizational innovative culture” and “critical focus on incremental innovation more than radical innovation practices,” substantiate the novelty of this research.

There is controversy over whether foreign direct investment (FDI) increases or reduces environmental degradation in host countries resulting in pollution havens or pollution halos. Based on the concept of scale, technology and composition effects, this paper aims to examine the causal relationship between FDI and carbon dioxide (CO₂) emissions in India.

This paper analyzes panel data of the three most polluting industries between 2005 and 2021 by conducting a Granger causality test.

The results provide evidence of pollution havens in the manufacturing and transportation industry, and in the metallurgy and chemical sectors within the manufacturing industry.

FDI inflows and CO₂ emissions are characterized by large regional variations in India. Hence, future studies of the pollution haven vs pollution halo effect in India could therefore use state-level or even district-level data to test for regional variations.

This paper provides policy recommendations such as increasing the absorptive capacity of local firms to strengthen the technique effect, which would help India combat climate change.

Increasing the absorptive capacity of local firms through incentives such as subsidies and environmental requirements in public contracts can lead to job creation in the green technology sector. This can provide new employment opportunities, especially in R&D and sustainable technology fields, boosting the local economy.

The study adds to the understanding of the endogenous relationship between FDI and environmental degradation, the importance of lagged feedback responses and the impact of industry- and sector-specific influences on this relationship.

Amidst growing concerns about environmental sustainability, brands face the challenge of upholding authenticity in their green marketing efforts. While existing research primarily focuses on understanding and preventing greenwashing, there is a critical need to explore its consequences and mitigation strategies. This study aims to investigate the effects of greenwashing across varying levels of severity on consumer forgiveness and brand attitude, with growth beliefs and apology sincerity serving as moderators.

This study conducted a between-subjects online experiment in two phases: Phase 1 examined the effects of greenwashing severity on brand attitude, mediated by consumer forgiveness and moderated by their growth beliefs, whereas Phase 2 tested the moderating role of apology sincerity.

This study identifies different types of greenwashing and reveals that higher perceived severity of active greenwashing worsens brand attitude through reduced consumer forgiveness. However, consumers with stronger growth beliefs show greater forgiveness, moderating the negative impact of greenwashing severity. Crucially, a sincere apology effectively mitigates the detrimental effects of greenwashing severity on brand attitude.

This study offers actionable insights for brand managers, highlighting that fostering growth beliefs and offering sincere apologies can mitigate the negative impacts of greenwashing.

This study advances the greenwashing literature by highlighting the negative consequences of greenwashing on consumer forgiveness and brand attitude, and underscoring the role of growth beliefs and apology sincerity as effective mitigation strategies.