Mekhail Mustak

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• DSc. in Economics & Business Administration
• Assistant Professor at Hanken School of Economics

The rapid advancement of artificial intelligence (AI) offers exciting opportunities for marketing practice and academic research. In this study, through the application of natural language processing, machine learning, and statistical algorithms, we examine the dominant topics, diversity, time slicing, and dynamics of the extant literature and map...

Deepfakes—artificial but hyper-realistic video, audio, and images created by algorithms—are one of the latest technological developments in artificial intelligence. Amplified by the speed and scope of social media, they can quickly reach millions of people and result in a wide range of marketplace deceptions. However, extant understandings of deepf...

Industrial firms venturing into services is a common phenomenon in B2B markets. However, companies are often unable to monetize many such services, thus incurring high costs of service provision without benefiting from revenue generation in return. To address this critical but little-studied problem, we investigate how industrial firms can transfor...

Research offers some indication that the online customers' shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers' attit...

Online reviews significantly influence consumer decision-making in digital marketplaces, yet the proliferation of fake reviews threatens their credibility. This study investigates the psycholinguistic features that differentiate human-written fake reviews from genuine ones and explores how these features, along with distributional semantics, can be...

Self-Sovereign Identity (SSI) technology is transforming digital identity management by enabling individuals and organizations to control personal data securely. Its adoption promises enhanced privacy, data security, and trust in digital ecosystems. However, despite its rising importance, the key drivers and broader impacts of SSI adoption remain u...

Uncovering customer insights (CI) is indispensable for contemporary marketing strategies. The widespread availability of user-generated content (UGC) presents a unique opportunity for firms to gain a nuanced understanding of their customers. However, the size and complexity of UGC datasets poses significant challenges for traditional market researc...

What algorithm to choose for customer segmentation? Should you use one algorithm or many? How many customer segments should you create? How to evaluate the results? In this research, we carry out a systematic literature review to address such central questions in customer segmentation research and practice. The results from extracting information f...

Businesses are increasingly delegating activities in the advertising process to dominant online advertising platforms. This delegation yields the ad platforms tremendous power, akin to the principal–agent dilemma discussed in economics. One of the major platforms is called Google Ads—this platform is the focal point of our study. Over the years, Go...

Compensating crowdworkers for their research participation often entails paying a flat rate to all participants, regardless of the amount of time they spend on the task or skill level. If the actual time required varies considerably between workers, flat rates may yield unfair compensation. To study this matter, we analyzed three survey studies wit...

As remote work has become more common than ever throughout the COVID-19 pandemic, it has drawn special attention from scholars. However, the outcome has been significantly sporadic and fragmented. In our systematic review, we use artificial intelligence-based machine learning tools to examine the relevant extant literature in terms of its dominant...

Artificial intelligence, particularly machine learning, carries high potential to automatically detect customers’ pain points, which is a particular concern the customer expresses that the company can address. However, unstructured data scattered across social media make detection a nontrivial task. Thus, to help firms gain deeper insights into cus...

Research offers some indication that the online customers' shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding ; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers' atti...

Since the COVID-19 pandemic began, a growing body of literature has emerged that examines different aspects of entrepreneurship. It warrants the need for a systematic review to provide an overview of published research. Accordingly, the current study aims to examine how entrepreneurship research has addressed the COVID-19 pandemic. We achieve this...

Purpose: This study critically examines the development of service ecosystems literature and its four premises: the characterization of service ecosystems as loosely coupled systems, the existence of shared institutional arrangements among actors, the occurrence of resource-integrating interactions among actors, and value co-creation as the stated...

Knowledge intensive business services (KIBS) are considered a cornerstone of contemporary developed economies. Successful production and delivery of these services, and thus their perceived value outcomes, highly depend on customer participation (CP) in the service processes. However, the extant understanding of the perceived value outcomes of CP,...

Purchasing of knowledge-intensive business services (KIBS) is often a critical decision for business customers as it can affect their businesses in numerous ways, such as creating a competitive advantage or fulfilling financial and regulatory objectives. Hence, customers tend to make careful and systematic decisions to purchase these services, and...

Purpose – Management of customer participation (CP) in service production and delivery is of critical concern for service managers, as CP can result in various positive but also negative outcomes. However, an integrated understanding on how service providers can manage CP is still missing. The purpose of this paper is to gather and synthesize the e...

Purpose – Service innovation in networks (SIIN) is of utmost importance particularly to business-to-business firms for their profitability, growth and long-term competitive advantage. This paper aims to investigate several critical aspects of extant SIIN research: its current state, theoretical standpoints, determinants, and outcomes. Based on the...

Purpose Customer participation in the creation of offerings has become a key focus in marketing literature. This paper synthesizes extant research on the topic to enhance understanding of the conceptualization and value outcomes of customer participation in the creation of offerings. Design/methodology/approach The study is based on an extensive,...