Marketing & Consumer Behavior

9 Items

This category focuses on contemporary marketing research including digital marketing, customer journey, branding, AI-driven marketing, consumer behavior, and strategic marketing performance.

All Items

Algorithmic Market Structuring: How AI Reconfigures Competitive Boundaries in Platform-Based Economies

Agus Riyanto (Author)

4-18
Algorithmic Pricing Intensity and the Curvilinear Reconfiguration of Consumer Fairness Norms

Uus Muhamad Husni Tamyiz (Author)

67-81
Communicative Agency and Customer Engagement under AI-Generated Marketing Communication

Didin Syahidin (Author)

72-87
Creativity in the Age of Artificial Intelligence: A Hybrid Human–AI Co-Creation Framework

Maman Sulaeman (Author)

26-51
Digital Authenticity under Generative AI: Mechanisms of Synthetic Signal Construction and Strategic Legitimacy in Branding

Nuk Ghurroh Setyoningrum, Ahmad Mundzir (Author)

56-71
From Content Automation to Capability Trap: Rethinking Marketing Capabilities in the Era of Generative AI

Gendhi Haris (Author)

19-37
Generative AI as a Dynamic Marketing Capability: Mechanisms of Strategic Reconfiguration

Edi Firdaus (Author)

4-18
Perceived Authenticity and Consumer Response to AI-Generated Content: A Human–AI Co-Creation Perspective

Euis Bandawaty (Author)

95-118
Synthetic Creativity and the Recomposition of Brand Value: A Dynamic Capability Perspective on Generative AI Intensification

Romli (Author)

38-55