期刊
JOURNAL OF BUSINESS RESEARCH
卷 128, 期 -, 页码 187-203出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.01.055
关键词
Artificial intelligence; Intelligent system; Marketing; Systematic literature review; Multiple correspondence analysis; HOMALS
类别
This review explores the research on Intelligent Systems/Artificial Intelligence in marketing, highlighting AI's ability to mimic human behavior and its trajectory in the field. Through Multiple Correspondence Analysis, it identifies various research avenues related to AI adoption, data protection, institutional support, labor market revolution, and marketers' competencies.
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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