Abstract
Establishing the relationship between online communication channels and the stages of the consumer decision-making process was the aim of this research. A review of online communication channels and consumer behavior models was conducted for this purpose. Subsequently, three experiments (car glass repair, retail of clothing and sports equipment, and retail of books and technological products) were carried out that consisted of questionnaires that were applied in companies belonging to different industries. The questionnaires were used to measure the expectations and preferences of consumers at each stage for each channel. The results showed that there is no relationship between online communication channels and the stages of the decision-making process. They also revealed a gap between expectations and preferences for each channel in each phase. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
This paper explores the main challenges and barriers to VR/AR adoption and categorizes common activities performed with these technologies, explaining each specific factor affecting them. After reviewing literature on metaverse retailing, channel strategies, VR/AR technologies, and user experiences, a conceptual framework was developed. Data from the Voice of the Consumer: Digital Survey (20202024) in over 20 countries was analyzed, using Pearson's correlation, factor analysis, and multiple linear regressions. The results point that key challenges for VR/AR adoption include security, privacy, content, price, headset-free experiences, digital fatigue, and poor experiences. Gaming is the most common VR/AR activity, while metaverse retailing activities like shopping and virtual try-ons have fewer users. Practical considerations drive metaverse retailing, unlike gaming, which is mainly hedonic. Privacy concerns, safety risks, poor experiences, and lack of knowledge surprisingly increase VR/AR usage for metaverse retailing, indicating informed consumers or threshold characterization of these variables. Additional insights were found for tourism, hospitality, and gaming activities. Theoretical implications, insights, and potential actions for retailers and tech companies are discussed, along with limitations and suggestions for further research.

Abstract
The advent of new technologies has led to significant changes in the field of marketing, demanding a rethinking of existing knowledge and skills. This research proposes a set of transversal curricula in digital marketing. The methodology employed included an exploratory analysis of digital marketing courses offered at universities and major online platforms, focus groups, and interviews, conducted in four countries. The countries included in the study were Finland, Poland, the Netherlands, and Portugal. The findings indicated that an introductory course and specialization blocks would be beneficial. Social media, analytics, digital advertising, search engine optimization (SEO), digital marketing strategies, web content, e-mail marketing, customer experience, landing pages, user experience, leads, conversion rate optimization, and E-commerce were identified as the key subjects of study for the introductory course in digital marketing.

Abstract
The rapid development of digital technologies is significantly changing how people live, and these changes have a particular impact on the younger generation in Tajikistan. Our study therefore aims to analyze the factors influencing young Tajiks' opinions as users of digital technology and to examine digital technology usage in Tajikistan. We conducted a qualitative analysis of the opinions of young Tajik individuals aged 18 to 30 and found that they generally consider digital technology to be an integral part of their daily lives. Data collection was carried out through focus group discussions (FGDs) and the data analysis was performed using thematic analysis. Our findings indicate that young Tajiks cannot imagine life without digital technology and that women's use of digital technology remains limited due to religious beliefs and practices. This study has significant implications for digital technology providers seeking to develop strategies to promote the adoption and usage of digital technology.

Abstract
Decred is a cryptocurrency with its own blockchain and has several similarities with bitcoin but implements a governance model that resembles a company with thousands of investors. These stakeholders invest their coins, receive the right to direct the project as they see fit and are rewarded for doing so. Everyone else not invested may use the coin as means of exchange, trading it for goods or services or consuming other services provided by the blockchain as the digital notary. This paper investigates how Decred project created its own version of money and implemented security measures to improve governance and remove trusted third parties from money issuance and e-voting. This topic is particularly relevant to understand how blockchain technologies improve governance and avoid the tyranny of the majority. In order to reach our goal, we use multi-agent simulation and statistical modelling to verify to what extent Decred is capable of providing a predictable, scarce, trustworthy digital asset. We show that Decred increased blockchain security with its hybrid proof-of-work+proof-of-stake (PoW + PoS) security mechanism, making an attack more expensive. © 2025 Inderscience Enterprises Ltd.

Abstract
In many e-commerce platforms user communities share product information in the form of reviews and ratings to help other consumers to make their choices. This study develops a new theoretical framework generating a bipartite network of products sold by Amazon.com in the category musical instruments, by linking products through the reviews. We analyze product rating and perceived helpfulness of online customer reviews and the relationship between the centrality of reviews, product rating and the helpfulness of reviews using Clustering, regression trees, and random forests algorithms to, respectively, classify and find patterns in 2214 reviews. Results demonstrate: (1) that a high number of reviews do not imply a high product rating; (2) when reviews are helpful for consumer decision-making we observe an increase on the number of reviews; (3) a clear positive relationship between product rating and helpfulness of the reviews; and (4) a weak relationship between the centrality measures (betweenness and eigenvector) giving the importance of the product in the network, and the quality measures (product rating and helpfulness of reviews) regarding musical instruments. These results suggest that products may be central to the network, although with low ratings and with reviews providing little helpfulness to consumers. The findings in this study provide several important contributions for e-commerce businesses' improvement of the review service management to support customers' experiences and online customers' decision-making.