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

Božidar Vlačić; Leonardo Corbo; Susana Costa e Silva; Marina Dabić

doi:10.1016/j.jbusres.2021.01.055

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

Božidar Vlačić
, Leonardo Corbo
, Susana Costa e Silva
, Marina Dabić^*

^*Autor correspondente para este trabalho

Resultado de pesquisa › revisão de pares

449 Citações (Scopus)

94 Transferências (Pure)

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.

Idioma original	English
Páginas (de-até)	187-203
Número de páginas	17
Revista	Journal of Business Research
Volume	128
DOIs	https://doi.org/10.1016/j.jbusres.2021.01.055
Estado da publicação	Publicado - mai. 2021

ODS da ONU

Este resultado contribui para o(s) seguinte(s) Objetivo(s) de Desenvolvimento Sustentável

ODS 8 Trabalho digno e crescimento económico
ODS 15 Vida em terra

Acesso ao documento

10.1016/j.jbusres.2021.01.055

28409455Accepted author manuscript, 1,6 MBLicença:

http://hdl.handle.net/10400.14/33196Licença:

Outros arquivos e links

Link to publication in Scopus

CEGE: Research Center in Management and Economics
Silva, M. (Professor Catedrático), Sousa, R. (Professor Catedrático), Alves, P. (Professor Auxiliar), Madsen, A. (Professor Auxiliar Convidado), Lourenço, A. (Professor Associado), Carvalho, A. S. (Professor Associado), Andrade, A. (Professor Auxiliar), Silva, P. D. (Professor Associado), Vlačić, B. (Professor Auxiliar Convidado), Martins, C. (Professor Auxiliar Convidado), Gomes, C. (Investigador Auxiliar), Gevrek, Z. E. (Professor Auxiliar Convidado), Oliveira, F. G. D. (Professor Associado), Faria, G. (Professor Associado Convidado), Marreiros, H. (Bolseiro), Pinho, J. (Professor Auxiliar Convidado), Machado, J. (Professor Associado), Araújo, J. (Investigador Auxiliar), Pinto, J. (Professor Auxiliar), Rego, A. (Professor Catedrático), Gaspar, J. M. (Investigador Auxiliar), Corbo, L. (Professor Auxiliar Convidado), Costa, L. (Professor Associado), Fernandes, L. (Professor Auxiliar), Sottomayor, M. (Professor Auxiliar), Martins, N. (Professor Catedrático), Hernández-Marrero, P. (Investigador Auxiliar), Gonçalves, R. (Professor Associado), Ribeiro, R. (PI), Coelho, S. L. (Docente Assistente), Pereira, S. M. (Investigador Auxiliar), Silva, S. (Professor Associado), Rodrigues, V. (Professor Associado), Sotiros, D. G. (Investigador Auxiliar), Valverde, C. (Professor Auxiliar), Leitão, A. (Professor Auxiliar), Julião, J. (Professor Auxiliar), Tavares, M. (Professor Auxiliar), Lages, C. R. (Investigador Auxiliar), Elmashhara, M. G. (Investigador Auxiliar) & Teymourifar, A. (Investigador Auxiliar)
1/01/20 → 31/12/25
Projeto

Corrigendum to “The evolving role of artificial intelligence in marketing: advanced topics and research agenda” [J. Bus. Res. 128 (2021) 187–203]
Vlačić, B., Corbo, L., Silva, S. C. E. & Dabić, M., set. 2021, Em: Journal of Business Research. 134, p. 414-414 1 p.
Resultado de pesquisa: Errata

Citação

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title = "The evolving role of artificial intelligence in marketing: a review and research agenda",

abstract = "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 {\textquoteleft}intelligent{\textquoteright} 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{\textquoteright} competencies.",

keywords = "Artificial intelligence, HOMALS, Intelligent system, Marketing, Multiple correspondence analysis, Systematic literature review",

author = "Bo{\v z}idar Vla{\v c}i{\'c} and Leonardo Corbo and Silva, \{Susana Costa e\} and Marina Dabi{\'c}",

year = "2021",

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language = "English",

volume = "128",

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T1 - The evolving role of artificial intelligence in marketing

T2 - a review and research agenda

AU - Vlačić, Božidar

AU - Corbo, Leonardo

AU - Silva, Susana Costa e

AU - Dabić, Marina

PY - 2021/5

Y1 - 2021/5

N2 - 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.

AB - 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.

KW - Artificial intelligence

KW - HOMALS

KW - Intelligent system

KW - Marketing

KW - Multiple correspondence analysis

KW - Systematic literature review

UR - https://www.scopus.com/pages/publications/85101325403

U2 - 10.1016/j.jbusres.2021.01.055

DO - 10.1016/j.jbusres.2021.01.055

M3 - Review article

AN - SCOPUS:85101325403

SN - 0148-2963

VL - 128

SP - 187

EP - 203

JO - Journal of Business Research

JF - Journal of Business Research

ER -

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

Resumo

ODS da ONU

Acesso ao documento

Outros arquivos e links

Impressão digital

Projetos

CEGE: Research Center in Management and Economics

Resultado de pesquisa

Corrigendum to “The evolving role of artificial intelligence in marketing: advanced topics and research agenda” [J. Bus. Res. 128 (2021) 187–203]

Citação