The evolving role of artificial intelligence in marketing: a review and research agenda

Detalhes bibliográficos
Autor(a) principal: Vlačić, Božidar
Data de Publicação: 2021
Outros Autores: Corbo, Leonardo, Silva, Susana Costa e, Dabić, Marina
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/33196
Resumo: 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.
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spelling The evolving role of artificial intelligence in marketing: a review and research agendaArtificial intelligenceHOMALSIntelligent systemMarketingMultiple correspondence analysisSystematic literature reviewAn 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.Veritati - Repositório Institucional da Universidade Católica PortuguesaVlačić, BožidarCorbo, LeonardoSilva, Susana Costa eDabić, Marina2021-052021-05-01T00:00:00Z2024-02-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/33196eng0148-296310.1016/j.jbusres.2021.01.05585101325403000634826700017info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-19T01:37:43Zoai:repositorio.ucp.pt:10400.14/33196Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:26:58.284873Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The evolving role of artificial intelligence in marketing: a review and research agenda
title The evolving role of artificial intelligence in marketing: a review and research agenda
spellingShingle The evolving role of artificial intelligence in marketing: a review and research agenda
Vlačić, Božidar
Artificial intelligence
HOMALS
Intelligent system
Marketing
Multiple correspondence analysis
Systematic literature review
title_short The evolving role of artificial intelligence in marketing: a review and research agenda
title_full The evolving role of artificial intelligence in marketing: a review and research agenda
title_fullStr The evolving role of artificial intelligence in marketing: a review and research agenda
title_full_unstemmed The evolving role of artificial intelligence in marketing: a review and research agenda
title_sort The evolving role of artificial intelligence in marketing: a review and research agenda
author Vlačić, Božidar
author_facet Vlačić, Božidar
Corbo, Leonardo
Silva, Susana Costa e
Dabić, Marina
author_role author
author2 Corbo, Leonardo
Silva, Susana Costa e
Dabić, Marina
author2_role author
author
author
dc.contributor.none.fl_str_mv Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Vlačić, Božidar
Corbo, Leonardo
Silva, Susana Costa e
Dabić, Marina
dc.subject.por.fl_str_mv Artificial intelligence
HOMALS
Intelligent system
Marketing
Multiple correspondence analysis
Systematic literature review
topic Artificial intelligence
HOMALS
Intelligent system
Marketing
Multiple correspondence analysis
Systematic literature review
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-05
2021-05-01T00:00:00Z
2024-02-20T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/33196
url http://hdl.handle.net/10400.14/33196
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0148-2963
10.1016/j.jbusres.2021.01.055
85101325403
000634826700017
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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