Obligated articles for the course Digital Marketing

This is a summary of the article "Watch your tone: how a brand’s tone of voice on social media influences consumer responses" of Barcelos, Dantas and Senecal (2018)

This is a summary of the article "Understanding omni-channel shopping value" of Hure, Picot-Coupey, and Ackermann (2017)

This is a summary of the article "Toward a three-dimensional framework for omni-channel" of Saghiri, Wilding, Mena, and Bourlakis (2017)

This is a summary of the article "The emotional review-reward effect: how do reviews increase impulsivity?" of Motyka, Grewal, Aguirre, Mahr, de Ruyter and Wetzels (2018)

This is a summary of the article "Positive effects of disruptive advertising on consumer preferences" of Bell and Buchner (2018)

This is a summary of the article "Marketing analytics for data-rich environments" of Wedel and Kannan (2016)

This is a summary of the article "Is augmented reality technology an effective tool for e-commerce?" of Yim, Chu and Sauer (2017)

This is a summary of the article "Integrating information technology and marketing: an examination of the drivers and outcomes of emarketing capability" of Trainor, Rapp, Skinner Beitelspacher and Schillewaert (2011)

This is a summary of the article "How to improve firm performance using big data analytics capability and business strategy alignment" of Akter, Wamba, Gunasekaran, Dubey and Childe (2016)

This is a summary of the article "How does web personalization create value for online retailers? Lower cash flow volatility or enhanced cash flows" of Kalaignanam, Kushwaha and Rajavi (2018)

This is a summary of the article "Effects of companies’ responses to consumer criticism in social media" of Xia (2013)

This is a summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences" of Hilken, de Ruyter, Chylinski, Mahr and Keeling (2017)

This is a summary of the article "Adaptive personalization using social networks" of Chung, Wedel and Rust (2016)

This is a summary of the article "A meta-analytic investigation of the role of valence in Online reviews" of Purnawirawan, Eisend, de Pelsmacker and Dens (2015)