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Showing 5 of 5 academic articles

From ideation to execution: Unleashing the power of generative AI in modern digital marketing and customer engagement- A systematic literature review and case study

Sayeed Salih, Omayma Husain, Refan Mohamed Almohamedh, Hayfaa tajelsier et al. • Array (2026)

Generative Artificial Intelligence (GAI) is revolutionizing digital marketing by auto-content creation, personalized customer experience, and data-driven decisions. This study conducts a systematic literature review and case study analysis ...

DOAJ Open Access (DOAJ) DOI: 10.1016/j.array.2025.100630

Digital strategies and consumer engagement in fashion livestream commerce: A cross-market analysis

Hanadi A. Salhab, Huda Estaitia, Munif Zoubi • Innovative Marketing (2026)

Type of the article: Research Article AbstractLivestream commerce has become an increasingly important channel in digital fashion retail because it integrates entertainment, interaction, and real-time purchasing within a single shopping en...

DOAJ Open Access (DOAJ) DOI: 10.21511/im.22(2).2026.09

Measuring the Impact of Public Display Advertising in Smart Cities: An Advertising Effectiveness Test

Solovyeva Elena, Deorari Rajesh, Pushkarna Gaurav, Ranjan Rajiv et al. • BIO Web of Conferences (2024)

The average age of the participants in this research, which evaluated the effects of public display advertising in smart cities, was found to be 31.2 years, with a gender distribution that is balanced. When compared to a prior review, expos...

DOAJ Open Access (DOAJ) DOI: 10.1051/bioconf/20248601107

How Technology Characteristics and Social Factors Shape Consumer Behavior in Artificial Intelligence-Powered Fashion Curation Platforms

Dayun Jeong • Journal of Theoretical and Applied Electronic Commerce Research (2026)

The rapid evolution of technology characteristics has significantly influenced various sectors, including fashion, in which technology-enabled platforms have increasingly been utilized to enhance personalization and consumer engagement. Thi...

DOAJ Open Access (DOAJ) DOI: 10.3390/jtaer21030081