Marketing
RESEARCH ARTICLES
ARTICLES
Wirtz J (2026), "Foreword", Emerging Technologies And Business Development In The Tropics A Roadmap For Transformation
Song Y, Li X, Wang H and Shen M (2025), "Claiming single or multiple product benefits: Moderating role of intergoal association", Journal Of Business Research, 189
Wirtz J, Breidbach C, Casper Ferm LE, Maglio PP, Beverungen D and Twigg A (2025), "Conscious artificial intelligence in service", Journal Of Service Management
Wirtz J, Böhmann T, Roth A, Satzger G, Benz C, Beverungen D, Boes A, Breidbach C, Gersch M, Gudergan G, Hogreve J, Kurtz C, Langes B, Leimeister JM, Lewandowski T, Meiren T, Nägele R, Paluch S, Peters C, Poeppelbuss J, Robra-Bissantz S, Schultz C, Schumann JH and Wünderlich NV (2025), "Continuous value shaping: A boundary concept for innovating service innovation approaches", Electronic Markets, 35, 1
Wirtz J, Kowalkowski C, Jaakkola E, Holmlund M, Ulaga W and Ahmed T (2025), "Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies", Journal Of Business Research, 189
Wang J and Wei C (2025), "Does Featuring People with Disabilities Help or Hurt Fashion Marketing Effectiveness?", Journal Of Marketing Research, 62, 4
Elhajjar S and Itani OS (2025), "Examining the impact of social media de-influencing on audiences", Internet Research, Emerald
Wirtz J and Stock-Homburg R (2025), "Generative AI Meets Service Robots", Journal Of Service Research, 28, 4
Wirtz J, Chaouali W, Woodside A, Jedidi H, Mjahed Hammami S and Yogeeswaran K (2025), "How do consumers form their reasons for/against chatbots? Symmetric variable relationship and asymmetric configurational models", International Journal Of Contemporary Hospitality Management
Wirtz J, Korzynski P, Edwards A, Gupta MC and Mazurek G (2025), "Humanoid robotics and agentic AI: reframing management theories and future research directions", European Management Journal, 43, 4
Zhang J, Wirtz J, Balaji MS, Luo J and Pandey N (2025), "In diversity lies opportunity: complementary product recommendations, message framing and cross-selling", Internet Research
Mahmoud AB, Kumar V, Berman A, Elhajjar S and Fuxman L (2025), "Knowledge, attitude and practice towards blockchain potential for digital marketing: scale development and validation", European Journal Of Marketing, 59, 3, Emerald
Wirtz J and Holmqvist J (2025), "Luxury service experiences and culture", International Marketing Review
Li X, Jiang Z and Lu Y (2025), "Online-Offline Self-Identity Overlap and Consumer Decision to Acquire Digital-Physical Twins in the Metaverse", Journal Of The Association For Consumer Research, 10, 2
Zhu Y, Lu H and Simester D (2025), "Optimizing Scalable Targeted Marketing Policies with Constraints", Marketing Science, 44, 5
Overton G, Evangelidis I and Vosgerau J (2025), "People Believe If 90% Prefer A over B, A Must Be Much Better than B. Are They Wrong?", Journal Of Consumer Research, 52, 1
Wirtz J, Paluch S, Pitardi V and Kunz WH (2025), "Reimagining third places: the role of GenAI robots in shaping interaction and trust in a polarized society", Journal Of Services Marketing
Wirtz J, Fürst A, Trißler L and Friedrich R (2025), "Service recovery by AI or human agents: Do failure and strategy context matter?", Journal Of Service Management, 36, 3
Wirtz J, Bateson JEG, Čaić M, Frank DA and Veflen N (2025), "The healthy aging and service firms: the promise of smart technologies", Journal Of Service Management
Wirtz J, Heirati N, Pitardi V, Jayawardhena C, Kunz W and Paluch S (2025), "Unintended consequences of service robots – Recent progress and future research directions", Journal Of Business Research, 194
Elhajjar S (2025), "Unveiling the marketer’s lens: exploring experiences and perspectives on AI integration in marketing strategies", Asia Pacific Journal Of Marketing And Logistics, 37, 2, Emerald
Wirtz J, Ashtar S, Yom-Tov GB and Rafaeli A (2024), "Affect-as-Information: Customer and Employee Affective Displays as Expeditious Predictors of Customer Satisfaction", Journal Of Service Research, 27, 4
Liu SQ, Wirtz J, Vakeel KA, Smith NA, Alavipour RS and Wei C (2024), "AI concierge in the customer journey: what is it and how can it add value to the customer?", Journal Of Service Management, 35, 6
Cheah I, Ladeira WJ, Santini FDO, Rasul T, Elhajjar S, Yasin N and Akhtar S (2024), "Big data analytics and the use of artificial intelligence in the services industry: a meta-analysis", The Service Industries Journal, 44, 15-16, Informa Uk Limited
Ooi KB, Tan GWH, Wirtz J, Sigala M, Aw ECX, Cham TH, Dwivedi YK, Kunz WH, Letheren K, Mishra A and Russell-Bennett R (2024), "ChatGPT and service: opportunities, challenges, and research directions", Journal Of Service Theory And Practice, 34, 5
Jiang Z, Li X, Luo C, Yi C and Tucker C (2024), "Choosing to Discover the Unknown: The Effects of Choice on User Attention to Online Video Advertising", Management Science, 70, 10
Wirtz J and Kunz WH (2024), "Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing", Journal Of Research In Interactive Marketing, 18, 1
Wirtz J, Kowalkowski C and Ehret M (2024), "Digital service innovation in B2B markets", Journal Of Service Management, 35, 2
Liu J, Wirtz J, Paul J, Ueno A, Dennis C, Alamanos E, Curtis L, Foroudi P, Kacprzak A, Kunz WH, Marvi R, Nair SLS, Ozdemir O, Pantano E, Papadopoulos T, Petit O and Tyagi S (2024), "Digital transformation: A multidisciplinary perspective and future research agenda", International Journal Of Consumer Studies, 48, 2
Huang T-W and Ascarza E (2024), "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals", Marketing Science, 43, 4, Institute For Operations Research And The Management Sciences
Zhang Y and Yang Z (2024), "Easy to Be Selfish: When and Why Is One Individual as Influential as Multiple Individuals", Journal Of Consumer Research, 51, 3
Wirtz J, Camilleri MA, Zhong L and Rosenbaum MS (2024), "Ethical considerations of service organizations in the information age信息时代服务组织的道德思考", Service Industries Journal, 44, 9-10
Elhajjar S and Al‐Sulaiti KI (2024), "Exploring the Impact of Cultural Destinations on Residents’ Well‐Being: Case of Katara Cultural Village", International Journal Of Tourism Research, 26, 5, Wiley
Wirtz J, Mandler T, Luo J and Yannopoulou N (2024), "Guest editorial: International marketing perspectives on digital platforms and their ecosystems", International Marketing Review, 41, 5
Wirtz J, Pitardi V, Paluch S and Kunz WH (2024), "Metaperception benefits of service robots in uncomfortable service encounters", Tourism Management, 105
Khair N, Elhajjar S and Hamzeh Z (2024), "Personal Branding through Perfume in the Middle East: Investigating the Role of Fragrance in Self-Presentation, Impression Management, and Cultural Identity", Fashion Theory, 28, 4, Informa Uk Limited
Kim H, Liu SQ, Wirtz J, So KKF and Fang X (2024), "Service robots: the dynamic effects of anthropomorphism and functional perceptions on consumers’ responses", European Journal Of Marketing, 58, 1
Elhajjar S and Yacoub L (2024), "Social media research: We are publishing more but with weak influence.", Plos One, 19, 2
Elhajjar S (2024), "The current and future state of the marketing management profession", Journal Of Marketing Theory And Practice, 32, 2, Informa Uk Limited
Elhajjar S and Yacoub L (2024), "The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon", Journal Of Marketing For Higher Education, 34, 2, Informa Uk Limited
Zhu Y and Cao X (2024), "The Power of Commitment in Group Search", Marketing Science, 43, 1
Elhajjar S, Yacoub L and Ouaida F (2024), "The present and future of the B2B sales profession", Journal Of Personal Selling & Sales Management, 44, 2, Informa Uk Limited
Wang J and Toure-Tillery M (2024), "Unclearly Immoral: Low Self-Concept Clarity Increases Moral Disengagement", Journal Of Experimental Psychology-general, 153, 12, Amer Psychological Assoc
Ang ATY, Tambyah SK and Leong CH (2024), "Using spatial big data to analyse neighbourhood effects on immigrant inclusion and well-being", International Journal Of Intercultural Relations, 102
Duan Y, Hu MC, Wirtz J, Dwivedi YK, Kshetri N, Hughes L, Slade EL, Jeyaraj A, Kar AK, Baabdullah AM, Koohang A, Raghavan V, Ahuja M, Albanna H, Albashrawi MA, Al-Busaidi AS, Balakrishnan J, Barlette Y, Basu S, Bose I, Brooks L, Buhalis D, Carter L, Chowdhury S, Crick T, Cunningham SW, Davies GH, Davison RM, Dé R, Dennehy D, Dubey R, Dwivedi R, Edwards JS, Flavián C, Gauld R, Grover V, Janssen M, Jones P, Junglas I, Khorana S, Kraus S, Larsen KR, Latreille P, Laumer S, Malik FT, Mardani A, Mariani M, Mithas S, Mogaji E, Nord JH, O'Connor S, Okumus F, Pagani M, Pandey N, Papagiannidis S, Pappas IO, Pathak N, Pries-Heje J, Raman R, Rana NP, Rehm SV, Ribeiro-Navarrete S, Richter A, Rowe F, Sarker S, Stahl BC, Tiwari MK, van der Aalst W, Venkatesh V, Viglia G, Wade M, Walton P and Wright R (2023), "“So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy", International Journal Of Information Management, 71
Wirtz J and Mariani M (2023), "A critical reflection on analytics and artificial intelligence based analytics in hospitality and tourism management research", International Journal Of Contemporary Hospitality Management, 35, 8
Xiong X, Zhang Y and Zhou X (2023), "Adding a third-party player in the sender-receiver deception game", Current Psychology, 42, 32
Liu M, Tang X, Zhang S, Zhu Y, Xia S and Menge Q (2023), "Algorithm Aversion: Evidence from Ridesharing Drivers", Management Science, 72, 1
Elhajjar S (2023), "An Investigation of Consumers’ Negative Attitudes Towards Banks", Corporate Reputation Review, 26, 1, Springer Science And Business Media Llc
Wirtz J, Mariani MM and Hashemi N (2023), "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda", Journal Of Business Research, 161
Elhajjar S, Yacoub L and Yaacoub H (2023), "Automation in business research: systematic literature review", Information Systems And E-business Management, 21, 3, Springer Science And Business Media Llc
Wang J and Yu Y (2023), "Beautify the blurry self: Low Self-Concept clarity increases appearance management", Journal Of Consumer Psychology, 33, 2, John Wiley & Sons Ltd
Elhajjar S and Borna S (2023), "BIG DATA IN THE MARKETING EDUCATION PROGRAMS: EDUCATORS’ AND STUDENTS’ VIEWS AND ATTITUDES", Marketing Education Review, 33, 3, Informa Uk Limited
Wirtz J, Kunz WH, Hartley N and Tarbit J (2023), "Corporate Digital Responsibility in Service Firms and Their Ecosystems", Journal Of Service Research, 26, 2
Wirtz J, Hofmeister J, Chew PYP and Ding X (2023), "Digital service technologies, service robots, AI, and the strategic pathways to cost-effective service excellence", Service Industries Journal, 43, 15-16
Wirtz J, Lasarov W, Orth UR and Holm M (2023), "Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion", Journal Of Business Research, 168
Elhajjar S (2023), "Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study", Journal Of Retailing And Consumer Services, 71, Elsevier Bv
Wirtz J, Ramasundaram A, Pandey N, Shukla Y and Alavi S (2023), "Fluidity and the customer experience in digital platform ecosystems", International Journal Of Information Management, 69
Wirtz J and Pitardi V (2023), "How intelligent automation, service robots, and AI will reshape service products and their delivery", Italian Journal Of Marketing, 2023, 3
Wirtz J, Mogaji E, Belk RW and Dwivedi YK (2023), "Immersive time (ImT): Conceptualizing time spent in the metaverse", International Journal Of Information Management, 72
Jain V, Wirtz J, Salunke P, Nunkoo R and Sharma A (2023), "Luxury hospitality: A systematic literature review and research agenda", International Journal Of Hospitality Management, 115
Wang Y, Jain V, Kim J, Wirtz J, Dwivedi YK, Hughes L, Alalwan AA, Ahn SJ, Balakrishnan J, Barta S, Belk R, Buhalis D, Dutot V, Felix R, Filieri R, Flavián C, Gustafsson A, Hinsch C, Hollensen S, Krishen AS, Lartey JO, Pandey N, Ribeiro-Navarrete S, Raman R, Rauschnabel PA, Sharma A, Sigala M and Veloutsou C (2023), "Metaverse marketing: How the metaverse will shape the future of consumer research and practice", Psychology And Marketing, 40, 4
Wirtz J and Kowalkowski C (2023), "Putting the “service” into B2B marketing: key developments in service research and their relevance for B2B", Journal Of Business And Industrial Marketing, 38, 2
Wirtz J, Holmqvist J and Issandou A (2023), "Research note: conceptualizing agentic luxury in luxury services", Journal Of Services Marketing, 37, 9
Wirtz J, Borghi M, Mariani MM and Vega RP (2023), "The impact of service robots on customer satisfaction online ratings: The moderating effects of rapport and contextual review factors", Psychology And Marketing, 40, 11
Wirtz J, Mariani MM and Perez-Vega R (2022), "AI in marketing, consumer research and psychology: A systematic literature review and research agenda", Psychology And Marketing, 39, 4
Elhajjar S (2022), "Attitudes toward femvertising in the Middle East: the case of Lebanon", Journal Of Islamic Marketing, 13, 5, Emerald
Wirtz J, Tarbit JJ, Hartley N and Kunz W (2022), "Corporate digital responsibility: Dealing with ethical, privacy and fairness challenges of AI", Journal Of Ai, Robotics & Workplace Automation, 1, 4, Henry Stewart Publications
Elhajjar S (2022), "Digital marketing jobs: What are recruiters looking for?", Journal Of Education For Business, 97, 1, Informa Uk Limited
Tan SJ, Tambyah SK, Liu RL and Minton EA (2022), "Drivers of Sustainability and Consumer Well-Being: An Ethically-Based Examination of Religious and Cultural Values", Journal Of Business Ethics, 175, 1
Elhajjar S (2022), "Impact of electronic word-of-mouth on brand relationship and purchase intention: the case of the smartphone industry", International Journal Of Business Innovation And Research, 28, 2, Inderscience Publishers
Lee YH and Yeung C (2022), "Incentives for learning: How free offers help or hinder motivation", International Journal Of Research In Marketing, 39, 2
Elhajjar S, Kaskas M and Tlaiss S (2022), "Investigating the causes and consequences of addiction to high-Tech brands", Technology Analysis & Strategic Management, 34, 8, Informa Uk Limited
Wirtz J, Hubner S, Most F and Auer C (2022), "Narratives in entrepreneurial ecosystems: drivers of effectuation versus causation", Small Business Economics, 59, 1
Zhang Y and Gao L (2022), "Procedure Dependence in Resource Allocations: How Focusing on Resource or Target Affects Variety-Seeking", Journal Of Experimental Psychology General, 151, 11
Wirtz J, Pitardi V, Paluch S and Kunz WH (2022), "Service robots, agency and embarrassing service encounters", Journal Of Service Management, 33, 2
Kim H, Wirtz J and So KKF (2022), "Service robots: Applying social exchange theory to better understand human–robot interactions", Tourism Management, 92
Lee AY, Wang J, Lee L, Yeung C, Böckenholt U, Ohme R and Reykowska D (2022), "The Enthusiasts and the Reluctants of COVID-19 Vaccine Uptake: A Cluster Analysis", Journal Of The Association For Consumer Research, 7, 2
Wirtz J, Paluch S and Kunz W (2022), "The Robot and I: The Rise of Hybrid ServiceTeams", Nim Marketing Intelligence Review, 14, 2
Jain SP, Wirtz J, van Esch P, Cui Y and Das G (2022), "Tourists and AI: A political ideology perspective", Annals Of Tourism Research, 97
Elhajjar S (2022), "Towards a better understanding of the concept of revenge against banks", International Journal Of Bank Marketing, 40, 7, Emerald
Elhajjar S and Ouaida F (2022), "Use of social media in healthcare.", Health Mark Q, 39, 2
Wirtz J, Lin C and Das G (2022), "Viewpoint: cost-effective health care developments and research opportunities in China, India and Singapore", Journal Of Services Marketing, 36, 4