Purpose: This study investigates the relationship between entrepreneurial marketing and digital twin technology in sustainable marketing, focusing on overcoming sustainable marketing myopia. It aims to determine how combining these approaches can help businesses avoid the pitfalls associated with short-sighted sustainability practices.

Design/methodology/approach: This research uses an interview methodology focused on the Swedish market to analyse the dynamics of entrepreneurial marketing, characterised by innovation and a strong focus on customer needs. It specifically examines how such marketing strategies serve as a defence against short-sighted or myopic sustainable marketing practices.

Findings: The study demonstrates that integrating entrepreneurial marketing with digital twin technology can effectively prevent sustainable marketing myopia. This approach helps businesses maintain authentic sustainability claims, comply with data privacy laws and navigate customer-centric models. The findings highlight the advantages of merging entrepreneurial marketing with advanced technologies, promoting sustainable marketing, ensuring long-term industrial success and enhancing transparency and accuracy.

Originality/value: This research offers unique insights for firms, arguing that merging entrepreneurial marketing with digital twin technology is crucial for enhancing sustainable marketing while sustainable marketing myopia and ensuring long-term success. It underscores the need to balance customer-centric, credible sustainable claims with privacy standards, providing a nuanced approach in the digital era. Additionally, it contributes a range of conceptual and practical propositions to the field.

Those who gamble compulsively, and those who shop or buy in a compulsive manner share a number of common characteristics, stemming from similar impulse-control issues. As such, it is predicted that a lexical analysis of personal narratives of compulsion would share similarities. Using secondary data from an online mental health forum, Psychforums, the research analyzed narratives of compulsive gambling (n = 199) and compulsive buying (n = 196) using the automated text analysis tool, LIWC. The results indicated that compulsive buying narratives rated significantly higher in clout and emotional tone and significantly lower in authenticity, with no significant differences noted in analytical thinking between the two compulsion narratives. Recommendations for future research include that demographic variables be incorporated and that narratives sourced from different online platforms should be contrasted.

The diffusion and growth of the web and the social media applications that it has provided have seen people increasingly turn to social media to express their feelings, frustrations, and ambitions and to generally share life events. Like other internet users, those with a gambling disorder are also known to use specialized online forums to read the experiences articulated by others and to open up, share, and express themselves online. In this study, we examined how those with a gambling disorder talk about their emotions and express sentiment through their online comments. Sentiment Analysis in IBM Watson was used to capture expressed emotions (anger, disgust, fear, happiness, sadness, and surprise) and sentiments. These data were then used as input to a latent class cluster modelling procedure aimed at categorizing those with a gambling disorder into distinct groups. The findings show how qualitative online data can be transformed into quantitative insights in order to identify different categories of people with a gambling disorder. The technique offers a non-intrusive method of data collection that can provide useful insights into the emotions felt and expressed by those with a gambling disorder.

In the first large-scale bibliographic overview of the Journal of Advertising Research (JAR), the authors identify key publication trends since its inception in 1960. Using the Web of Science database, they uncovered the most productive authors, countries, institutions, and papers published over the 60-year history of JAR. To measure both the productivity and influence of authors, countries, and institutions, the researchers collected the total number of publications and citations. Bibliographic maps offer graphical visualizations of the data by keyword, author, institution, and country networks through co-occurrence, co-citation, and collaboration analyses.

The amount of user-generated content (UGC) in the hospitality industry has exploded. Much of it exists in crowdsourced social media, forums, blogs and review sites. Schuckert et al. (2015) did a study on the role of online customer reviews in the hospitality industry and found that reviews can be a strategic tool and have a crucial role in hospitality and tourism management. By investigating user-generated material more thoroughly, the firms can better align their social media messages to the different and unique needs of their social media users (Zhu and Chen 2015). In doing this, they can better leverage the increasingly important social media. Although the predominant strategic perspectives, including the resource-based view, transaction cost economics and positioning tend to ignore the ultimate objects of strategy, the customer, the advent of social media may lead to a change. With the growth of social media and other UGC, there is a significant opportunity to use the views, thoughts, ideas, attitudes and so on from the actual consumer to help build a strategy from the bottom-up, rather than just top-down. Unsurprisingly, a focus on bottom-up or demand-side strategy is appropriate, especially in marketing strategy, where the customer plays such a crucial role. As this UGC is a source of customer intelligence, firms should be able to improve their market research resulting in better strategic decision making. Therefore, the primary purpose of this study is to understand whether a firm strategy can be enriched by using demand-side insights generated by customers. Resulting in the primary question—How can user-generated content help firms make strategic decisions? In sum, in this research, we argue that the crowd through its production of online content can aid firms in their demand-side marketing research, particularly concerning strategic decision making. Furthermore, as the amount of user-generated content continues to grow, new tools and techniques allow firms and managers to explore consumers more deeply and to create value, new products and services and new business opportunities. This study uses qualitative data from TripAdvisor and computer-assisted content analysis. From this overall sampling frame of user comments using a custom application, we collected customer reviews and comments from three restaurant segments in New York State—steakhouses, Italian restaurants, and seafood restaurants for an overall total of 282,087 comments. The results confirm that accessing consumer insight directly can be valuable in assisting marketers in making decisions, especially demand-side strategic decisions. It further found that crowdsourcing through the use of user-generated content can be a valuable technique in conducting market research. This study contributes to the theory in a number of ways including giving empirical support for the idea by using user-generated content from customers. 

Energy utility firms operate under varying mandates throughout most of the world and typically must operate reliably with long planning cycles and requirements to meet bureaucratic scrutiny and regulatory toll gating to achieve both discrete plan approvals as well as their ongoing licenses to operate. One vehicle for gaining external insights and involving the stakeholders is crowdsourcing. Energy utility firms have a set of distinguishing characteristics (i.e. regulatory processes and stakeholder groups) that they must consider when implementing crowdsourcing activities to aid their planning and innovation strategies. To achieve constructive participation requires understanding and engaging the motivations of the population from which a firm wishes to draw input. We assert that customers' interest, facilitated by digital age communication channels, can provide utility operators with an accessible, valuable resource to assist a wide range of planning and innovation activities. We use the Self-Determination Theory (SDT) lens, grounded by a set of in-depth interviews with utility industry professionals, to articulate motivations for members of the external customer community to provide value to the firms through crowdsourcing activities. We develop five propositions that collectively identify how energy firms should use SDT elements to design crowdsourcing activities.

In May 2015, the European Commission adopted a Digital Single Market Strategy (2015), which identifies Europe as a potential leader in the global digital economy. If EU fragmentation and barriers are removed, Digital Single Market (DSM) could contribute an additional €415 billion to European GDP. Further, the Digital Single Market could create opportunities for new start-ups, and business can develop and create value for the 500 million consumers. The European Digital Single Market (DSM) has three policy areas: (1) access to digital goods and services, (2) conditions for digital networks and innovative services, and (3) digital as a driver for growth (https://ec.europa.eu/digital-single-market/en/digital-single-market ). In all these areas, data-driven services are an essential part of DSM. This research focuses on political, economic, social, technological, legal, and environmental (PESTEL) factors. Consider: To do this, a quantitative approach was used to analyze the data collected from four different data sources to understand major factors having impact on DSM:Digital Economy and Society Index (Desi), EU barometer, Digital Agenda key indicators, and public consultation. Based on our data analysis, we have found several data-based challenges in creating a digital single market as below: (a)Inequality within EU(b)Legislative gap with respect to digital content and data(c)Trust in a digital single market (in regard to data)(d)Privacy and security of digital software and systems Defining and understanding these challenges are vital to overcome obstacles hindering Digital Single Market goals.

The Internet has greatly reduced the cost of collecting, distributing, and accessing information, services, and resources. In parallel to this advancement, open data in both the private and public sector has gained attention in recent years, although the concept of open data is not new. Advocates have been arguing for years that data gathered or created by a government institution and funded by public money should be ‘open’ or free of any restrictions. There are very limited studies on open data, with a particularly notable ‘lack of refereed, rigorous, and independent academic studies beyond a government and consultant ‘grey’ literature of mixed quality’ (Gauld, Goldfinch & Horsburgh, 2010, p 177; Ohemeng & Ofosu-Adarkwa, 2015, p 420). This study has two main objectives: it attempts to understand (1) how open data, especially government data, can create value for its stakeholders and (2) main issues/challenges within open data-driven projects, so that the expected potential of open data innovation be captured. Swedish Innovation Agency, Vinnova, had open data calls to fund open data projects. Sixteen project managers were interviewed who had worked with open data projects that are funded in 2012 and in 2013. The study used a grounded theory approach that begins its analysis by coding the qualitative data obtained via semi-structured interviews of 16 project managers who worked with Vinnova-funded open data projects, and then these codes are used as input for correspondence analysis. This research showed that, to understand impact of government funded projects, homogeneity among projects and organizations should be considered. Due to Vinnova’s heterogeneous selection of funded projects and organizations, not all public or private organizations showed similar correlation at the correspondence analysis. In addition to that, some organizations are registered as private organization but funded by public authorities where they represent a mix of public and private organizations character. Nevertheless, results revealed that, in general, public organizations are usually associated to no interest to business/business models, structure and standardization of datasets and visibility of datasets. Private organizations, on the other hand, are more associated to business models, content of data, demand for data and value of the data. This study underlines main concerns during open data projects in regard to creation of value from open data projects.

This article presents a content analysis of the Journal of Strategic Marketing (JSM) over 24 years from the journal's inception in 1993 to 2017. No similar attempt on an analysis of JSM has been found. Analyses were completed to examine how the journal has developed and to uncover relevant information for editors, reviewers, researchers and future authors of JSM by analysing research themes, author and manuscript characteristics, and citation metrics. The findings reveal an increase in multi-authored articles, an increase in empirical research and in the internationalization of researchers. These and other factors illuminate sources and implications of the journal's current state. The relevance of these findings is discussed as it pertains to the future success and publishing opportunities in the Journal of Strategic Marketing.