The inaugural issue of Marketing Science & Practice Journal (MSPRJ) brings together a diverse and methodologically rigorous collection of studies that advance contemporary marketing theory while offering strong managerial relevance across digital and service contexts. This issue features empirical investigations into digital trust formation and consumer satisfaction in digital banking environments, the effectiveness of digital advertising campaign attributes on purchasing behavior through brand awareness, the role of AI driven personalization in shaping perceived value and customer satisfaction under privacy considerations, the impact of marketing strategies on the adoption of intelligent chatbots within Islamic banking applications, and the influence of digital customer experience on repurchase intention mediated by satisfaction and moderated by digital culture. Collectively, these contributions employ advanced quantitative methodologies, including PLS-SEM, and are grounded in well established theoretical frameworks such as UTAUT, Expectation–Confirmation Theory, TAM, TPB, Perceived Value Theory, and Customer Experience Theory. By integrating behavioral, technological, and cultural perspectives, this inaugural issue sets a strong scholarly foundation for MSPRJ as a platform that bridges marketing science with practice oriented insights relevant to digitally evolving markets.