Pregled bibliografske jedinice broj: 1125450
The evolving role of artificial intelligence in marketing: A review and research agenda
The evolving role of artificial intelligence in marketing: A review and research agenda // Journal of Business Research, 128 (2021), 187-203 doi:10.1016/j.jbusres.2021.01.055 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 1125450 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The evolving role of artificial intelligence in
marketing: A review and research agenda
Autori
Vlačić, Božidar ; Corbo, Leonardo ; Costa e Silva, Susana ; Dabić, Marina
Izvornik
Journal of Business Research (0148-2963) 128
(2021);
187-203
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
Artificial intelligenceIntelligent systemMarketingSystematic literature reviewMultiple correspondence analysisHOMALS
Sažetak
An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an ‘intelligent’ manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of marketing and AI research fields. Building upon the review of 164 articles published in Web of Science and Scopus indexed journals, this article develops a context-specific research agenda. Our study of selected articles by means of Multiple Correspondence Analysis (MCA) procedure outlines several research avenues related to the adoption, use, and acceptance of AI technology in marketing, the role of data protection and ethics, the role of institutional support for marketing AI, as well as the revolution of the labor market and marketers’ competencies.
Izvorni jezik
Engleski
Citiraj ovu publikaciju:
Časopis indeksira:
- Current Contents Connect (CCC)
- Web of Science Core Collection (WoSCC)
- Social Science Citation Index (SSCI)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
