2026

Special Issue on Marketing

Table of Contents

Editorial

The Evolution of AI-Based Marketing: Trends, Challenges, and Opportunities.
Jorge Remondes, José Alberto Carvalho dos Santos Claro, Belmiro do Nascimento João, Sandrina Teixeira, Francisco António Serralvo, Jorge Lopes
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Special Issue on Marketing: The Evolution of AI-Based Marketing: Trends, Challenges and Opportunities

Emotional vs. Functional Approaches on Instagram: The Disney Brand
Ana Lúcia Faria, Álvaro Cairrão, Helena Sofia Rodrigues
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V-Commerce: Factors Influencing the Purchase Intention of Portuguese Consumers
Sara Teixeira, Sandrina Teixeira
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The emotional response to colour theory in e-commerce
Mariana Ferreira, Álvaro Cairrão, Paula Oliveira
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Deepfake: Threat or Opportunity? Creating Trustworthy Hyperreality in AI-Based Marketing-The Malaria Must Die Case
İlkay Ceren Sönmez
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Artificial Intelligence as a Driver of Competitiveness in Micro and Small Enterprises: A Systematic Review on the Democratization of Data-Driven Marketing
Maria Antonia Benati
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