Volume 13 (2025-26)

Marketing attribution models identify which advertisements were seen or clicked before conversions, but they often mis-state true impact. Incrementality measurement, usually via experiments, reveals the causal lift from marketing — the conversions that would not have happened without the advertisements. This paper bridges the gap between attribution and incrementality by using attribution data to predict incremental outcomes. It outlines a regression-based modelling approach that learns from instances where incremental lift has been measured (through lift tests or natural experiments) and uses attribution signals to estimate lift for other campaigns. Key challenges in scaling incrementality testing (high cost, delays and complexity) are addressed by leveraging abundant attribution data intelligently. The paper presents practical techniques and best practices for building incrementality prediction models, from selecting features (eg conversion propensities, user touch points) to validating predictions with ongoing experiments. Real-world examples in e-commerce and mobile apps illustrate how these models inform budget allocation, campaign optimisation, channel mix, targeting and executive decision-making. Findings show that combining attribution’s granularity with incrementality’s truth can provide near-real-time guidance on where marketing dollars truly add value. The implications for practitioners are significant: embracing an incrementality mindset enables more objective marketing performance evaluation, fosters cross-functional trust (especially with finance) and leads to more efficient, evidence-based marketing investments. This work provides a roadmap for marketers to evolve from merely counting conversions to reliably quantifying marketing’s incremental contribution to business growth. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
Keywords:  marketing attribution; incrementality; causal lift; marketing mix modelling; experiments; marketing ROI; predictive analytics

This paper describes the current business-to-business marketing landscape and the ways in which a brand can establish, curate and implement a creative-led, disruptive marketing strategy. It draws on successful real-world examples and considers the potential drawbacks of this approach, providing specific comparisons between enterprise-level businesses and challenger brands. The discussion includes explicit reference to relevant social science theories, with particular emphasis on Hofacker’s information processing model and its effects on consumers encountering creative and disruptive advertising. The paper also reflects on the viability of and challenges associated with measuring the success of this strategic approach. Brands that apply and evaluate the methods outlined in this paper are likely to increase return on investment and gain greater market share. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
Keywords:  business-to-business (B2B); brand marketing; disruptive marketing; day one lists; creatives; marketing; strategy

With their human-like appearances and personas, virtual influencers are reshaping the digital and social media landscape, further blurring the lines between reality and virtuality. However, there is a gap in understanding the varied effects of these realistic-looking virtual influencers on contemporary consumers. This study, involving 244 social media users, investigated how human-like behaviours and social cues of realistically human-looking virtual influencers impact consumers’ perceptions (anthropomorphism, warmth, competence and realism) and attitudes toward them. Drawing on anthropomorphism and human-computer interaction theories, such as the sociality motivation, effectance motivation, the elicited agent knowledge model and the computers are social actors paradigm, the research expands understanding about virtual influencers. Findings indicate that while certain humanlike behaviours enhance anthropomorphic perceptions, pronounced human-like behaviours and social cues, such as consuming food next to a real human, cause discomfort. This study contributes empirical evidence of cognitive discomfort resulting from the hyper-realistic appearance and behaviour of virtual influencers. This insight sheds light on critical consideration for marketers and advertisers, as overly human-like portrayals of virtual influencers in food-related content may inadvertently evoke unease rather than engagement. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business.
Keywords:  virtual influencers; computers are social actors; anthropomorphism; perceived realism; social presence; social media

Collaborative posts (collab posts) on Instagram have emerged as a powerful tool in social media marketing, enabling multiple accounts to co-author and share content simultaneously. This study investigates the impact of collab posts on the overall reach and engagement of the participating accounts, with a particular focus on the reach dynamics of the posts themselves. The study draws on a sample of 100 collab posts from diverse account categories, including athletes, digital creators, companies and community-focused accounts. The findings reveal that while collab posts often achieve greater reach than individual posts, their reach is not merely additive; rather, it aligns more closely with a weighted average of the accounts’ individual reach potentials. The findings indicate that in terms of reach development, only the ‘smaller’ account benefits; by contrast, the ‘larger’ account faces potential disadvantages. The study also highlights the importance of collaboration timing in amplifying visibility. This research contributes to the limited academic discourse on collab posts by offering theoretical insights into the algorithmic mechanisms shaping their reach and providing practical implications for social media marketers. It emphasises strategic considerations such as partner selection, audience alignment and optimal timing to maximise the effectiveness of collab posts in the competitive digital landscape. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
Keywords:  Instagram; collab posts; social media marketing; reach; engagement; algorithmic visibility

Buyer–seller relationships are increasingly impacted by competitive intelligence (CI) captured and cultivated via social media networks. For sales organisations, understanding the nuanced processes of acquiring CI via these platforms — and how such intelligence can strengthen or strain the buyer–seller dyad — is essential. This study investigates the role of social capital in shaping both customer and salesperson use of social media to gather CI and the resulting impact on customer purchase intentions. A dyadic model of social media networks is developed and tested using data from both salespeople CI and customers CI at a mid-size business-to-business firm. The results indicate that customer-derived CI exerts a significant effect on salesperson CI, while the density and heterogeneity of a salesperson’s customer networks carry important implications for purchase behaviour. These findings suggest that salespeople building dense and heterogeneous customer networks on social media platforms may have tangible benefits for salespeople, customers and firms more widely. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business/.
Keywords:  B2B selling; competitive intelligence; social media networks; social media usage; sales strategy; social capital theory

Hyper-personalisation is rapidly becoming a strategic imperative rather than a differentiating advantage, driven by advances in artificial intelligence, machine learning and real-time data orchestration. This paper examines how leading global brands — from Amazon, Netflix and Spotify to Meta, Strava and enterprise platforms such as Salesforce and Adobe — are using hyper-personalisation to reshape customer expectations, deepen engagement and deliver measurable business outcomes. Despite clear demand, many organisations struggle to operationalise personalisation at scale owing to fragmented data, legacy systems, siloed teams and concerns around trust, privacy and ethical design. This paper outlines why hyper-personalisation is especially relevant now, highlighting its role in competitive differentiation, revenue growth, risk management, operational efficiency and customer loyalty across sectors including retail, financial services and media. It presents a practical framework for bringing personalisation to life through three interdependent layers — segment-configured, customer-configured and message-configured personalisation — and emphasises the need for unified data, dynamic profiling, AI-powered insights and continuous behavioural feedback loops. Drawing on multiple case studies, the paper demonstrates how organisations can overcome cultural, technological and regulatory barriers by adopting designfirst strategies, agile operating models and cross-functional orchestration. Ultimately, it argues that effective hyper-personalisation requires more than sophisticated tools: it demands an organisation-wide
commitment to customer-centricity, responsible data practices and iterative learning. Companies that master these capabilities will be best positioned to meet rising expectations and deliver seamless, relevant and human digital experiences at scale.
Keywords:  personalisation; customer; expectations; data; AI; experience

This paper rethinks the use of demographic segmentation in marketing, arguing that traditional categories such as age, gender and income are no longer sufficient to understand or reach today’s audiences. Drawing on academic research, behavioural neuroscience and cultural insight, it proposes curiosity as a more dynamic, inclusive and future-fit lens. Curiosity is shown to be a powerful driver of memory, motivation and brand engagement, underpinned by the brain’s reward system.1 The paper identifies six macro-societal forces shaping curiosity in 2025 and introduces six Curious Consumer Cohorts® — psychographic profiles that capture how people explore the world. Brands that align to these curiosity triggers can foster deeper emotional resonance, loyalty and innovation. From Spotify’s hyper-personalisation to M&S’s ingredient transparency, the paper presents practical brand applications. Ultimately, it calls on marketers to shift from static identifiers to attitudinal insight — moving beyond who people are, to what excites, challenges and drives them.
Keywords:  audience segmentation; curiosity; behavioural science; audiences; content marketing

This paper challenges seven outdated ideas that frequently appear in marketing discourse without critical evaluation. A key theme of the paper is that these concepts are driven by efficiency rather than effectiveness. The paper begins by questioning data-driven decision-making, highlighting the risks of relying on historical data in dynamic environments and stressing the importance of identifying changing variables. It then explores the pitfalls of overemphasising measurement precision, arguing that long data cycles can render insights obsolete due to shifting market conditions. The notion of ‘failing fast’ is also questioned, as marketing tests typically require a full quarter to reveal their true impact. The paper then examines whether the business value of personalisation and modular content justifies their high cost and complexity, concluding that it does, but only if developed for maximum customer value. The sixth concept under scrutiny is the idea of reaching the ‘right customer, with the right message, through the right channel, at the right time’. This ideal is often cited but rarely achieved, largely because timing customer readiness is inherently uncertain. Finally, the paper addresses the marketing industry’s bias toward efficiency, noting that effectiveness has a significantly more positive impact on a business, but is often neglected due to its unpredictability. By challenging entrenched ideas and offering alternative perspectives, this paper encourages marketers to prioritise effectiveness and embrace critical thinking.
Keywords:  data-driven decision-making; personalisation; fallacy of averages; measurement precision; fail fast; marketing effectiveness

While existing advertising emotion research heavily emphasises negative emotions, positive emotions, like joy, remain less understood. This study examines the role of joy in shaping behavioural responses to advertising. We propose a framework to analyse the discrete emotion of joy and its relationship with consumer engagement. Using a sample of 3,407 Facebook advertisements from eight advertisers, we employed a text-analytic approach leveraging the NRC (National Research Council) Emotion Lexicon and natural language processing to measure sentiment and discrete emotions. Mediation analysis revealed that joy-related word associations fully mediated the effect of sentiment on advertising link clicks but did not mediate shares or comments. These findings suggest that linguistic markers of joy can effectively convey positive emotional framing in advertising, supporting short-term marketing objectives.
Keywords:  natural language processing; advertising strategy; joy; emotion framing; textual analysis; social media

Neuromarketing is a multidisciplinary field with a focus on how the brain processes information and influences decision-making. Traditionally, it has been the domain of large corporations, which use Big Data analytics to decode consumer behaviour. However, the high cost of these sophisticated tools presents a significant barrier for small businesses, which often lack the necessary IT infrastructure and data analysis capabilities. This paper details a three-year action research project conducted at Touca Caracol, a small Brazilian beauty and hair care company. The project aimed to optimise digital and social marketing strategies by integrating neuromarketing principles, such as sensory branding, heuristics and neurodesign, with Small Data analysis, leveraging accessible and manageable data from sources such as direct customer feedback and social media monitoring. The results were substantial: approximately 1,000 per cent increase in Instagram followers and 300 per cent growth in monthly revenue in four years. These results stemmed from a deep understanding of consumer behaviour, prioritising customer experience and building a strong brand identity that resonated with the target audience’s needs and emotions. This case study contributes to a path for the democratisation of neuromarketing, providing practical guidance and demonstrating the potential for small businesses to achieve sustainable growth and market impact through the strategic application of accessible research methods.
Keywords:  neuromarketing; Small Data; Big Data; digital strategy; branding; hair care

This study set out to find factors that influence consumers to purchase houseplants through online platforms. A total of 405 respondents evaluated 43 statements across 11 categories. Structural equation modelling revealed that consumer trust, promotion and psychological benefits have a significant positive effect on purchase behaviour. However, perceived usefulness, perceived ease of use, electronic word of mouth, price, hedonic motivation and perceived severity showed no significant influence. Based on these findings, the researcher has identified the theoretical and managerial implications that are useful to businesses that sell houseplants online.
Keywords:  online purchasing modes; green click; environment; trust; hedonic motivation; structural equation modelling; houseplants; online platforms; technology acceptance model

Customer loyalty is a key driver of long-term profitability. But earning this loyalty takes more than quality products or discounts. Consumers expect brands to expand beyond systematic transactions to deliver consistent excellence as well as meaningful human-centric connections across digital, social and inperson experiences. This paper explores what is essential for true customer loyalty: a holistic approach that aligns product quality, emotional engagement and seamless customer journeys. By understanding seven key consumer loyalty types and the tools to reach them, brands can identify their most valuable advocates and tailor strategies to deepen human connections and drive results. The seven essential tactics outlined — from measuring satisfaction to focusing on omni-channel human-centred storytelling to resolving issues quickly — offer actionable steps for businesses to strengthen relationships, optimise touch points and increase profit. Proof points from Apple, Dove and Sephora highlight how leading brands integrate these tactics to sustain loyalty even in competitive markets. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/ business/.
Keywords:  customer loyalty; brand marketing; brand affinity; customer experience; loyalty programs; personalisation; omni-channel strategy; customer journey

The optimisation of internal links plays a critical role in improving website navigation, user engagement and search engine optimisation (SEO) performance. With the rapid evolution of natural language processing (NLP), the automation of internal linking promises better scalability, accuracy and personalisation. This paper explores the incorporation of NLP techniques such as semantic analysis, entity recognition and dynamic link generation into the framework of internal linking. It reviews technical methodologies, identifies problems and investigates actual applications of practical implementation, while also drawing insight from the literature. It highlights NLP-driven frameworks as critical to enhancing content relationships by applying more sophisticated models such as BERT (Bidirectional Encoder Representations from Transformers) and GPT-4 (Generative Pre-trained Transformer 4) to better semantic understanding and contextual relevance. The issues presented include computational costs, content sparsity and keyword manipulation risks, while other considerations and solutions for maintaining adherence to SEO are also discussed. The case studies further demonstrate real-world applications that deliver tangible benefits through increased organic traffic, improved user engagement and link management processes. Findings point to the possibility of transforming internal linking through NLP, allowing for adaptive and user-oriented SEO strategies. In conclusion, this paper highlights the importance of balancing automation and human-based oversight to ensure that risks such as irrelevant or misleading links do not prevail. Future advances in generative AI and multimodal models, supplemented by real-time analytics, are set to further personalise and fine-tune the strategy in internal linking to realise a deeper reaping of engagement and sustenance of SEO competition. This paper adds to the knowledge of NLP in SEO, providing practical insights for practitioners and opening opportunities for future innovation. It advocates for further research into scalable, ethical and adaptive NLP frameworks that address the dynamic needs of digital marketing. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords:  natural language processing; search engine optimisation; internal link optimisation

Brands are increasingly relying on social media to engage with customers, foster commercial relationships and enhance brand image. Understanding the factors that influence user engagement (reactions, shares, comments) is therefore crucial for effective digital marketing. This study investigates the impact of content shared by five German automotive brands on Facebook in Türkiye, using the elaboration likelihood model (ELM) as a theoretical framework. A total of 729 posts from 2022 were analysed using multiple regression analysis. The results indicate that shorter text, informative message cues and post vividness all have a positive influence on user engagement. In contrast, longer text and the use of hashtags were found to diminish engagement, while including URLs and specific product types in posts led only to an increase in comments. Emotional message cues, on the other hand, were shown to significantly boost the likelihood of sharing. Interestingly, the presence of emojis did not have any measurable impact on user engagement. By analysing the social media strategies of German automotive brands in the Turkish market, this study makes a valuable contribution to the marketing literature. It highlights that the effectiveness of social media marketing strategies is closely tied to a deep understanding of user behaviour and preferences. These findings offer practical insights for brands seeking to optimise their social media content to maximise user engagement and enhance brand presence. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords:  user engagement; social media; Facebook; automotive; Turkish consumer

This paper investigates the intricate relationship between brand love, consumer citizenship behaviour and social media participation. Specifically, it delves into the synergistic effects of these constructs on stimulating dynamic forms of social media engagement. Using data collected from 527 members of a smart scooter brand community, the authors use statistical modelling techniques to identify the sequential process leading to content creation. Consistent with social engagement theory, the findings unequivocally demonstrate that brand love is a strong predictor of consumer citizenship behaviour. Furthermore, the research reveals a continuum of social media participation, progressing from consumption to contribution and culminating in content creation. This progression is initiated by consumer citizenship behaviour and indirectly influenced by brand love. The final model, characterised by robust psychometric properties, explains a substantial 85 per cent of the variance in content creation. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords:  brand love; consumer citizenship behaviour; social media participation

This study investigates the role of virtual reality (VR) in enhancing audience engagement with corporate social responsibility (CSR) campaigns. Focusing on heavy versus low product users, the research explores how value congruence — alignment between audience values and campaign messages — and immersive VR presence shape attitudes toward CSR initiatives. Using a VR CSR campaign as the context, findings reveal that tailored messaging strategies can optimise engagement across diverse user groups. For low users, aligning campaign values with broader societal goals enhances favourable attitudes, while heavy users respond more positively to practical, non-judgmental messaging emphasising incremental behaviour change. The study underscores VR’s potential as a transformative tool for fostering meaningful connections and advancing CSR goals in a wide range of industries. These insights offer scalable implications for designing impactful CSR campaigns that resonate with diverse consumer segments, leveraging the immersive power of VR to achieve greater social and corporate impact. This article is also included in The Business & Management Collection which can be accessed at https://hstalks .com/business/.
Keywords:  virtual reality (VR); corporate social responsibility (CSR); drink driving prevention; alcohol industry

To increase brand awareness and survive in this ever-changing environment, it is vital for companies to leverage their social media presence to build trust. Although there are tools for measuring trust, existing scales do not account fully for the unique social interactions and follow-up effects specific to social media platforms. This paper addresses this challenge by presenting a carefully selected, ten-item, one-dimensional scale, informed by a series of tests and analyses, to measure brand trust in the social media context. This scale contributes to the theoretical understanding of trust for companies that want to develop their brand on social media platforms. It also provides a practical tool for managers to assess and improve consumer trust. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords:  scale development; trust; social media; branding; brand image; purchase intention

Accessibility is an important topic for marketers generally, and email marketers specifically. According to World Health Organization research, one in four people suffer from some form of visual impairment. Understanding this, and creating inclusive marketing communications, will improve marketing effectiveness. Marketing minds are now further focused by the introduction of new laws like the European Accessibility Act, meaning accessibility-centric messages are no longer just best practices; they are a legal requirement, with significant penalties for non-compliance. This paper explores these requirements, explaining exactly what marketers need to know about accessibility, and then providing a comprehensive set of actionable guidance and tools to achieve this. This article is also included in the Business & Management Collection which can be accessed at http://hstalks/business.
Keywords:  accessibility; European Accessibility Act/EAA; e-mail marketing; e-mail deliverability; impairment; inclusive/ inclusivity; screen readers; responsive design; dark mode

This paper provides a comprehensive exploration of marketing storytelling, tracing its evolution from ancient Egyptian marketplace hieroglyphics to today’s artificial intelligence (AI)-enhanced narratives. The paper establishes that storytelling is fundamentally about change over time through a series of reactions. It challenges common marketing misconceptions, including the notion that marketers can ‘make the customer the hero’ and the accuracy of the marketing funnel metaphor. The authors emphasise that effective marketing stories follow a three-act structure of pity-fear-catharsis, rooted in Aristotelian principles. They argue that while data and analytics are crucial in modern marketing, emotional connection through storytelling remains essential for decision-making, citing neuroscientific research by Antonio Damasio and Paul J. Zak. The digital revolution, particularly Web 2.0 and social media, has transformed marketing from broadcast-style communication to conversational engagement. Modern marketers must navigate an increasingly complex landscape of mobile devices, evolving language conventions and multichannel content delivery. Looking ahead, the paper predicts a significant shift as AI becomes integral to marketing storytelling. While AI excels at content transformation and personalisation, the authors argue that human creativity remains irreplaceable. The future of marketing will likely require engaging both human prospects and AI intermediaries, suggesting a new paradigm where success depends on balancing artificial and human intelligence. The paper advocates for a ‘LEGO’ approach to content creation, using modular elements that can be recombined for different audiences while maintaining narrative coherence. Throughout, it emphasises that despite technological advances, the core goal remains unchanged: telling authentic, compelling stories that resonate with human truth. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: marketing storytelling evolution; digital transformation; artificial intelligence marketing; content modularisation

In today’s competitive marketplace, customer expectations are higher than ever before. Brands are constantly searching for innovative ways to engage their audience, drive conversions and build lasting relationships. Marketing automation is a powerful tool that allows businesses to meet these demands by delivering personalised, timely and relevant content at scale. This paper describes how marketing automation can be used to exceed customer expectations, exploring such key areas as performance marketing, types of automated e-mails, leveraging customer data for personalisation, and the role of artificial intelligence in enhancing customer engagement. The aim is to provide a detailed analysis and actionable advice on utilising marketing automation at each stage of the customer journey, while creating memorable customer experiences that will set your brand apart. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: marketing automation; customer journey; AI; customer experience; personalisation

In the ever-evolving landscape of digital marketing, brands must continually seek innovative ways to captivate audiences and drive consumer engagement. Among the latest advancements, virtual influencers have emerged as a transformative force, reshaping the dynamics of brand–consumer interactions. This paper delves into the role of virtual influencers in contemporary marketing strategies, exploring their impact on audience perceptions, brand engagement and purchase behaviour. By examining real-world examples and case studies, it offers a comprehensive analysis of the applications of virtual influencers and advocates for an integrated approach that integrates these artificial intelligence (AI) generated entities with traditional marketing tools. Furthermore, it addresses the challenges and ethical considerations inherent in leveraging virtual influencers, emphasising the importance of ethical marketing practices and transparency in influencer partnerships. Through this exploration, marketers can glean insights into harnessing the power of virtual influencers to enhance brand visibility, foster consumer connections, and drive campaign effectiveness in an increasingly digital landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks. com/business/.
Keywords: virtual influencers; influencer marketing; AI integration; emerging marketing technologies; AI-generated; artificial intelligence; AI-powered marketing; integrated marketing strategies

In an ever-evolving global business landscape, companies need a way not only to drive brand and expert awareness but also to connect directly with the marketplace. Social media channels have become a key part of the go-to-market strategy, generating demand through the provision of daily education and engagement. Unfortunately, however, the main elements of this engine are often separated into silos. This paper shows that by keeping organic and paid social media content in alignment, companies can build larger audiences, boost engagement and awareness, and maximise return on advertising spend. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: social media; organic content; social media advertising; top of funnel; middle of funnel; bottom of funnel; full funnel marketing; social media marketing; digital marketing

The name, image and likeness (NIL) market has grown exponentially in the last two years, but our understanding of its impact is still very limited. Building on human brand theory and the concept of self-presentation, a quantitative content analysis was conducted to explore how top college athlete influencers create unique human brands through visual self-presentation and their correlations with brand partnerships and post engagement. Descriptive analyses identified dominant human brand content and self-presentation tactics. Chi-square results suggested differences between male and female athletes. Human brand content type and sponsorship disclosure method were also found to have affected post engagement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: social media; NIL marketing; college athletes; human brands; self-presentation

This study examines the interaction of social media users’ expectations regarding advertisement clutter, actual physical advertisement clutter and information processing needs when estimating the perceived intrusiveness of advertisements and attitude towards advertisements. Specifically, an online experiment (n = 170) supports the three-way interaction of expected advertisement clutter, physical advertisement clutter and need for cognition (NFC) vis-à-vis perceived advertisement intrusiveness, and the intrusiveness of an advertisement subsequently impacts attitude towards that advertisement. The findings suggest that perceived advertisement intrusiveness is influenced by the extent to which the expected advertisement clutter correlates with the actual advertisement clutter, and this effect is dependent upon the individual’s NFC level. The results also highlight the long-term negative effects of advertisement clutter and that high advertisement relevance might not be sufficient to offset the negative effects of both physical advertisement clutter and expected advertisement clutter. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: social media advertising; advertisement clutter; advertising effectiveness; digital advertising; consumer behaviour