Abstract
The development and use of digital marketing strategies by entrepreneurs is a key element of success for innovative projects. Moreover, effective execution of marketing intervention in what is referred to as the digital customer journey is essential to achieving business success. Under this paradigm, the present study aims to identify the use of digital marketing activities by entrepreneurs in their projects at each phase of the customer journey. The research bridges a gap in in the existing literature, first by a systematic review of literature using the statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance using alternating least squares (HOMALS) framework programmed in the R language. Based on the results of this analysis, 13 digital marketing techniques are identified along with their use across the five phases of the digital customer journey that are linked to technology transfer and adoption: awareness, engagement, conversion, loyalty, and advocacy. Furthermore, different applications of digital marketing techniques by entrepreneurs are discussed, and new applications for each phase are proposed. The results reveal that entrepreneurs lack knowledge about the customer journey, the use of the awareness phase, and the knowledge of Big Data tools to boost innovation. Finally, the main digital marketing strategies are appropriately classified for each phase of the customer journey, and 16 questions for future research in this research area are proposed.

Abstract
The telecommunications industry is particularly competitive and characterized by very high churn rates. The literature on the topic is vast, but studies on the determinants of churn behavior are dispersed, failing to provide a comprehensive view of the state of the art. Based on this research gap, this article aims to contribute to developing the literature on customer churn in the telecommunications sector by summarizing the current state of research, and identifying the main determinants of churn and switching intentions. It provides a systematic literature review (SLR) of 37 articles on the topic published between 1999 and 2022. The results reveal the existence of two research streams. The first, in which the studies are based on surveys examining the alleged intentions of subscribers to change operators, with criteria such as satisfaction and attitudes as predictors, and the second, dealing with subscribers' actual switching behavior and relating this to behaviors and characteristics extracted from internal customer management systems. All independent variables used to explain switching intention or real churn were mapped. It was found that age, gender, satisfaction, switching costs and barriers, and service quality are the most important determinants highlighted by the literature. Our study also outlines some insightful practical implications, which could be extended to other service sectors. The paper ends with a research agenda for future studies according to the gaps detected by the study's results. Among its limitations, this research excludes papers related to predictive models and studies not in English.

Abstract
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. Marketing Innovation Strategies and Consumer Behavior is a comprehensive resource that serves as a beacon of clarity amidst the chaos, offering a structured roadmap for understanding and harnessing the power of innovation in marketing. Through meticulous analysis of current trends and in-depth exploration of cutting-edge strategies, this book provides a holistic understanding of the challenges and opportunities facing businesses today. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility. © 2024 by IGI Global. All rights reserved.

Abstract
During the COVID-19 pandemic, lockdowns and social distancing measures drove the shift from in-person to online physical exercise classes, leading individuals to explore these digital alternatives. Guided by the Expectation-Confirmation Model, this article examines older adults' intentions to continue using online physical exercise classes. Semi-structured interviews were conducted with 17 adults aged 65 and older who had participated in online physical exercise classes during the pandemic. Transcripts were subject to thematic analysis using the NVivo software program. The results indicate that older adults recognize the usefulness of online physical exercise classes because of their ability to enhance their health and well-being. Their initial expectations were surpassed, and they were generally satisfied with the experience. However, in-person classes remained preferred due to their enhanced benefits. They also felt that the adoption of online classes was involuntary; instead of an autonomous decision guided by their needs and preferences, this was a viable solution imposed by the lockdown. Therefore, their continuance intentions are limited to specific conditions, namely a new lockdown or other physical impediments. Still, considering the flexibility that online physical exercise classes offer, accommodating time and physical constraints, participants highlighted the advantages of a hybrid approach for those who may face challenges attending in-person classes. Based on the findings, this article proposes that ECM provides a relevant, yet insufficient, framework for explaining older adults' continuance intentions for online physical exercise classes, suggesting the inclusion of additional explaining factors: perceived usefulness of non-technological alternatives, necessary conditions, and self-determination.

Abstract
Resilience is an important theoretical construct that helps to conceptualise the ways individuals and organisations attempt to countervail the effects of poverty and austerity. As a response to prolonged crises, such as the global economic crisis and the COVID-19 pandemic, this chapter focuses on tracing the psychological, behavioural, sociological and spatial perspectives of resilience, advancing our current understanding of resilience theory within the marketing and consumption context of crises and austerity. The chapter reviews recent research exploring the importance of resilience and, more specifically, the notion of persistent resilience in response to long-term stressors, such as unemployment, triggered by the austerity measures imposed by European governments following the global economic crisis as well as the COVID-19 pandemic. In advancing previous research in this area, we offer a broader perspective by underlining the impetus for businesses and communities to employ a range of resilience strategies while also highlighting the importance for individuals to develop a sustainable set of resilience capacities to help creatively navigate the market and flexibly adapt to the long-term effects of intense and long-standing crises © 2024 selection and editorial matter, Caroline Moraes, Morven G. McEachern and Deirdre O’Loughlin; individual chapters, the contributors. All rights reserved.

Abstract
[No abstract available]