This summer, Nike will roll out its latest augmented reality (AR) initiative, Nike Fit. While the feature is another move toward independence and away from wholesalers, it could also help to alleviate the biggest hassles of online shopping when it comes to clothes and accessories.

Corporate social responsibility appeals to millennials—a generation of researchers who value authenticity, transparency and reliability.

Social commerce has reinvented itself many times over but has yet to prove itself as a solid sales tactic. Next year, the version that has been evolving during 2018 could finally take hold.

Even though PR stunts can be polarizing, brands keep foisting them onto the public. In a survey conducted by OnBrand and Bynder, only 12% of US and UK marketers considered guerrilla marketing an exciting trend to explore this year. Tangentially related tactics like influencer marketing and brand activism had far more appeal.

While a gap in ecommerce adoption between retailers and brand manufacturers used to be quite prevalent, it’s now common practice for brands to sell online, a trend that will continue to increase in 2019.

As America heads to the polls, brands find themselves in a tight spot, with more and more consumers tying their purchases to brands’ political stances. In an election day special edition of “Behind the Numbers,” we look at the data and what it means for marketers.

Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.

If you think consumers want brands to be neutral on social issues, you would be wrong. Belief-driven buyers—consumers who choose, switch, avoid or boycott a brand based on its stand on societal issues—are the majority in 2018.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines over the past seven days. This week, we’re talking about Twitter and Facebook’s day on Capitol Hill, plus the brouhaha over Nike’s new ad, an Instagram bid to get users buying, and more.

Brands taking stances on hot-button issues can be risky. But in an increasingly polarized political climate, some are courting controversy and can afford to alienate a vocal minority.

The share of consumers using mobile devices for retail purchases is lower in France and Germany than in several other nations in Western Europe. Yet together, the two countries will account for over $45 billion in mobile sales in 2018.