1. Using data sciences in digital marketing: framework, methods, and performance metrics. Journal of Innovation & Knowledge. (Saura, J.R., (2020).
1.1. Bala, M. and Verma, D., (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
1.1.1. 3. De Pelsmacker, P., Van Tilburg, S. and Holthof, C., (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, pp.47-55.
2. Leadership
2.1. Niessen, C., Mäder, I., Stride, C. and Jimmieson, N.L., (2017). Thriving when exhausted: The role of perceived transformational leadership. Journal of Vocational Behavior, 103, pp.41-51.
2.1.1. Thompson, G. and Glasø, L., (2018). Situational leadership theory: a test from a leader-follower congruence approach. Leadership & Organization Development Journal.
3. Traditional marketing
3.1. Thompson, G. and Glasø, L., (2018). Situational leadership theory: a test from a leader-follower congruence approach. Leadership & Organization Development Journal.
3.1.1. Trusov, M., Bucklin, R.E. and Pauwels, K., (2019). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), pp.90-102.
4. Khaola, P., (2019). Fostering creativity and innovation though leadership and affective commitment: The moderated mediation analysis. African Journal of Hospitality, Tourism and Leisure, 8(1), pp.1-13.
4.1. Penalva, J., (2021). Innovation and Leadership as Design: a Methodology to Lead and Exceed an Ecological Approach in Higher Education. Journal of the Knowledge Economy, pp.1-17.
4.1.1. Siangchokyoo, N., Klinger, R.L. and Campion, E.D., (2020). Follower transformation as the linchpin of transformational leadership theory: A systematic review and future research agenda. The Leadership Quarterly, 31(1), p.101341.
5. Digital Marketing
5.1. Salehi, M., Mirzaei, H., Aghaei, M. and Abyari, M., (2018). Dissimilarity of E-marketing VS traditional marketing. International journal of academic research in business and social sciences, 2(1), pp.510-515.
5.1.1. Grundey, D., (2018). Experiential marketing vs. traditional marketing: Creating rational and emotional liaisons with consumers. The Romanian Economic Journal, 29(3), pp.133-151.