Guest editorial: Digital transformation and consumer experience

[...]recent advances in digital transformation, such as artificial intelligence, machine learning and big data, have fueled the proliferation of digital marketing practices. [...]Oh and Yi (2022) focus on measuring consumer sentiments at the feature level and show their asymmetric impacts on overall product ratings. Specifically, they find that the positive and negative contributions of product attribute performance can change over time. [...]for the same amount of change, the positive and negative reviews of specific attributes will have different degrees of influence on the overall product evaluation.