Abstract
This study investigates the use of 9-ending pricing strategies in e-commerce by analyzing over 50,000 shoe prices. Using web scraping and a logit model from a German online retailer, the research assesses how product attributes influence the adoption of 9-ending prices. Key findings reveal that 9-ending prices are predominantly used for female and newly introduced products, as well as for items with lower and standard prices. The study also explores the effects of exclusivity and sustainability on pricing strategies, showing that their impact varies with different 9-ending price categories. Overall, this research demonstrates the complex nature of 9-ending pricing strategies, with the 9-zero removal model supporting all hypotheses, whereas the 99c and 95c models show differential effects. This extends our understanding of pricing tactics in online retail and highlights the significance of product attributes for marketing and sales strategies.

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.

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No abstract available.

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The main aims of this chapter were to explore metaverse branding by identifying the main trends and contributions in extant literature. Through a bibliometry and the critical analysis of the main contributions in the literature, the chapter proposes a metaverse branding conceptualization, which shows how immersive metaverse experiences that provide multi- dimensional value enhance brand engagement, which leads to increased brand awareness, brand love, satisfaction, trust, and brand equity. These factors ultimately drive online and offline purchases and strengthen brand loyalty. Overall, this chapter and the proposed framework provide relevant insights for both managers defining metaverse branding strategies, and researchers interested in these topics. © 2025, IGI Global Scientific Publishing. All rights reserved.

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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.