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Transforming marketing landscapes: a systematic literature review of generative AI using the TCCM model framework

Prasanna, Akshara, Kushwaha, Bijay Prasad·2026·Management Review Quarterly
DOI 10.1007/s11301-025-00486-9
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Metadata

Authors
Prasanna, A., & Kushwaha, B. P.
Affiliations
Vellore Institute of Technology University (IN)
Corresponding author
Kushwaha, Bijay Prasad
ORCID
Venue
Management Review Quarterly
Publisher
Springer Science and Business Media LLC
Published
2025-01-29
Volume
76
Issue
1
Pages
421-455
ISSN
  • 2198-1620 (ISSN-L)
  • 2198-1639
DOI
10.1007/s11301-025-00486-9
OpenAlex
W4406937656
Cited by
11
References
6
Citations by year
2026: 7 · 2025: 4
FWCI
1.07
Type
journal article
Language
en
Open access
closed
Licence
Locations
Management Review Quarterly (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
generative AI, marketing, TCCM framework, innovation adoption, human-computer interaction, cognitive theory, research directions, conceptual framework

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