Machine learning and AI in marketing–Connecting computing power to human insights

Ma, Liye; Sun, Baohong

doi:10.1016/j.ijresmar.2020.04.005

Cited by 602Artificial Intelligence ApplicationsAI in Service InteractionsDigital Marketing and Social Media

Machine learning and AI in marketing–Connecting computing power to human insights

Ma, Liye, Sun, Baohong·2020·International Journal of Research in Marketing

DOI 10.1016/j.ijresmar.2020.04.005

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Chakraborty, I., Kim, M., & Sudhir, K. (2019) · SSRN Electronic Journal · doi:10.2139/ssrn.3395012 · Cited by 16 · see citing works
Dynamic Online Pricing with Incomplete Information Using Multi-Armed Bandit ExperimentsPreprint
Misra, K., Schwartz, E. M., & Abernethy, J. (2018) · SSRN Electronic Journal · doi:10.2139/ssrn.2981814 · Cited by 16 · see citing works
The Effect of Information Disclosure on Industry Payments to PhysiciansPreprint
Guo, T., Sriram, S., & Manchanda, P. (2017) · SSRN Electronic Journal · doi:10.2139/ssrn.3064769 · Cited by 9 · see citing works
Charting the Path to Purchase Using Topic ModelsPreprint
Li, H. A., & Ma, L. (2020) · SSRN Electronic Journal · doi:10.2139/ssrn.3659390 · Cited by 2 · see citing works
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Opinion Paper: “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy
Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., Baabdullah, A. M., Koohang, A., Raghavan, V., Ahuja, M., et al. (2023) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2023.102642 · Cited by 4,584 · see citing works
A strategic framework for artificial intelligence in marketing
Huang, M.-H., & Rust, R. T. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00749-9 · Cited by 2,059 · see citing works
“Balducci and Marinova (2018) show a data-driven approach to marketing management and research and Ma and Sun (2020) argue for machine learning methods for marketing research, while Lehmann (2020) proposes a method to blend theory and data in the evolving world of marketing research.”
On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice
Peres, R., Schreier, M., Schweidel, D., & Sorescu, A. (2023) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2023.03.001 · Cited by 535 · see citing works
Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective
Hermann, E. (2021) · Journal of Business Ethics · doi:10.1007/s10551-021-04843-y · Cited by 458 · see citing works
<scp>ChatGPT</scp> and consumers: Benefits, Pitfalls and Future Research Agenda
Paul, J., Ueno, A., & Dennis, C. (2023) · International Journal of Consumer Studies · doi:10.1111/ijcs.12928 · Cited by 345 · see citing works
Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective
Gao, Y., & Liu, H. (2022) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-01-2022-0023 · Cited by 357 · see citing works
Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities
Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.11.002 · Cited by 323 · see citing works
How human–AI feedback loops alter human perceptual, emotional and social judgements
Glickman, M., & Sharot, T. (2024) · Nature Human Behaviour · doi:10.1038/s41562-024-02077-2 · Cited by 289 · see citing works
Toward advancing theory on creativity in marketing and artificial intelligence
Ameen, N., Sharma, G. D., Tarba, S. Y., Rao, A., & Chopra, R. (2022) · Psychology and Marketing · doi:10.1002/mar.21699 · Cited by 269 · see citing works
Artificial intelligence focus and firm performance
Mishra, S., Ewing, M. T., & Cooper, H. B. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00876-5 · Cited by 280 · see citing works
Managers' understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study
Mogaji, E., & Nguyen, N. P. (2021) · International Journal of Bank Marketing · doi:10.1108/ijbm-09-2021-0440 · Cited by 230 · see citing works
Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
Golder, P. N., Dekimpe, M. G., An, J., van Heerde, H. J., Kim, D. S. U., & Alba, J. W. (2022) · Journal of Marketing · doi:10.1177/00222429221129200 · Cited by 227 · see citing works
Algorithmic bias in machine learning-based marketing models
Akter, S., Dwivedi, Y. K., Sajib, S., Biswas, K., Bandara, R. J., & Michael, K. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.01.083 · Cited by 242 · see citing works
Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty
Bazi, S., Filieri, R., & Gorton, M. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.113778 · Cited by 271 · see citing works
Overcoming the pitfalls and perils of algorithms: A classification of machine learning biases and mitigation methods
van Giffen, B., Herhausen, D., & Fahse, T. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.01.076 · Cited by 230 · see citing works
Data, measurement, and causal inferences in machine learning: opportunities and challenges for marketing
Hair, J. F., & Sarstedt, M. (2021) · The Journal of Marketing Theory and Practice · doi:10.1080/10696679.2020.1860683 · Cited by 224 · see citing works
Artificial Intelligence (AI): Revolutionizing Digital Marketing
van Esch, P., & Black, J. S. (2021) · Australasian Marketing Journal (AMJ) · doi:10.1177/18393349211037684 · Cited by 251 · see citing works
Surveillance Capitalism or Democracy? The Death Match of Institutional Orders and the Politics of Knowledge in Our Information Civilization
Zuboff, S. (2022) · Organization Theory · doi:10.1177/26317877221129290 · Cited by 209 · see citing works
“…is thus linked to the giants’ massive-scale data that supplies “an extraordinarily rich set of information on their customers” (Jacobides et al., 2021, pp. 421, 418; see also, Agbehadji et al., 2020; Aiello et al., 2020; Gao et al., 2019; Hinds & Joinson, 2019; Iqbal et al., 2022; Ma & Sun, 2020).”
Background
AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value
Yin, J., & Qiu, X. (2021) · Sustainability · doi:10.3390/su13105671 · Cited by 198 · see citing works
AI-driven personalization: Unraveling consumer perceptions in social media engagement
Teepapal, T. (2024) · Computers in Human Behavior · doi:10.1016/j.chb.2024.108549 · Cited by 179 · see citing works
Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology
Rivas, P., & Zhao, L. (2023) · AI · doi:10.3390/ai4020019 · Cited by 191 · see citing works
Harnessing the power of AI in qualitative research: Exploring, using and redesigning ChatGPT
Zhang, H., Wu, C., Xie, J., Lyu, Y., Cai, J., & Carroll, J. M. (2025) · Computers in Human Behavior Artificial Humans · doi:10.1016/j.chbah.2025.100144 · Cited by 290 · see citing works
Large Language Models: A Comprehensive Survey of its Applications, Challenges, Limitations, and Future ProspectsPreprint
Hadi, M. U., Al-Tashi, Q., Qureshi, R., Shah, A., Muneer, A., Irfan, M., Zafar, A., Shaikh, M. B., Akhtar, N., Hassan, S. Z., et al. (2023) · doi:10.36227/techrxiv.23589741.v4 · Cited by 173 · see citing works
Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management
Volkmar, G. V., Fischer, P. M., & Reinecke, S. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.007 · Cited by 198 · see citing works
Artificial Intelligence in Hospitality and Tourism: Insights From Industry Practices, Research Literature, and Expert Opinions
Kim, H., So, K. K. F., Shin, S., & Li, J. (2024) · Journal of Hospitality & Tourism Research · doi:10.1177/10963480241229235 · Cited by 199 · see citing works
The impact of AI-enabled service attributes on service hospitableness: the role of employee physical and psychological workload
Qiu, H., Li, M., Bai, B., Wang, N., & Li, Y. (2022) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-08-2021-0960 · Cited by 154 · see citing works
Artificial intelligence in interactive marketing: a conceptual framework and research agenda
Peltier, J. W., Dahl, A. J., & Schibrowsky, J. A. (2023) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-01-2023-0030 · Cited by 163 · see citing works
The Impact of Artificial Intelligence on Branding
Varsha, P. S., Akter, S., Kumar, A., Gochhait, S., & Patagundi, B. (2021) · Journal of Global Information Management · doi:10.4018/jgim.20210701.oa10 · Cited by 156 · see citing works
Machine learning in marketing: A literature review, conceptual framework, and research agenda
Ngai, E. W. T., & Wu, Y. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.02.049 · Cited by 135 · see citing works
Machine learning in electron microscopy for advanced nanocharacterization: current developments, available tools and future outlook.
Botifoll, M., Pinto-Huguet, I., & Arbiol, J. (2022) · Nanoscale Horizons · doi:10.1039/d2nh00377e · Cited by 81 · see citing works
AI-based chatbots in conversational commerce and their effects on product and price perceptions
Sidlauskiene, J., Joye, Y., & Auruškevičienė, V. (2023) · Electronic Markets · doi:10.1007/s12525-023-00633-8 · Cited by 163 · see citing works
Consumer reactions to AI design: Exploring consumer willingness to pay for AI‐designed products
Zhang, H., Bai, X., & Ma, Z. (2022) · Psychology and Marketing · doi:10.1002/mar.21721 · Cited by 129 · see citing works
Artificial Intelligence in Business Communication: The Changing Landscape of Research and Teaching
Getchell, K. M., Carradını, S., Cardon, P. W., Fleischmann, C., Ma, H., Aritz, J., & Stapp, J. (2022) · Business and Professional Communication Quarterly · doi:10.1177/23294906221074311 · Cited by 121 · see citing works
AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.06.033 · Cited by 155 · see citing works
Determining factors related to artificial intelligence (AI) adoption among Malaysia's small and medium-sized businesses
Lada, S., Chekima, B., Karim, M. R. A., Fabeil, N. F., Ayub, M. S., Amirul, S. M., Ansar, R., Bouteraa, M., Fook, L. M., & Zaki, H. O. (2023) · Journal of Open Innovation Technology Market and Complexity · doi:10.1016/j.joitmc.2023.100144 · Cited by 161 · see citing works
Ethical implications of text generation in the age of artificial intelligence
Illia, L., Colleoni, E., & Zyglidopoulos, S. (2023) · Business Ethics, the Environment & Responsibility · doi:10.1111/beer.12479 · Cited by 128 · see citing works
A retrospective review of the first 35 years of the International Journal of Research in Marketing
Donthu, N., Reinartz, W., Kumar, S., & Pattnaik, D. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.10.006 · Cited by 115 · see citing works
Exploring artificial intelligence and big data scholarship in information systems: A citation, bibliographic coupling, and co-word analysis
Dwivedi, R., Nerur, S., & Balijepally, V. (2023) · International Journal of Information Management Data Insights · doi:10.1016/j.jjimei.2023.100185 · Cited by 118 · see citing works
Artificial intelligence and value co-creation: a review, conceptual framework and directions for future research
Chandra, B. R., & Rahman, Z. (2023) · Journal of Service Theory and Practice · doi:10.1108/jstp-03-2023-0097 · Cited by 112 · see citing works
AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues
Manis, K. T., & Madhavaram, S. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2022.113485 · Cited by 107 · see citing works
A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature
Moradi, M., & Zihagh, F. (2022) · International Journal of Consumer Studies · doi:10.1111/ijcs.12814 · Cited by 113 · see citing works
Machine learning and artificial intelligence use in marketing: a general taxonomy
Mauro, A. D., Sestino, A., & Bacconi, A. (2022) · Italian Journal of Marketing · doi:10.1007/s43039-022-00057-w · Cited by 94 · see citing works
Advancing algorithmic bias management capabilities in AI-driven marketing analytics research
Akter, S., Sultana, S., Mariani, M. M., Wamba, S. F., Spanaki, K., & Dwivedi, Y. K. (2023) · Industrial Marketing Management · doi:10.1016/j.indmarman.2023.08.013 · Cited by 116 · see citing works
How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach
Singh, V. K., Nanavati, B., Kar, A. K., & Gupta, A. (2022) · Information Systems Frontiers · doi:10.1007/s10796-022-10314-0 · Cited by 92 · see citing works
How much is the view from the window worth? Machine learning-driven hedonic pricing model of the real estate market
Potrawa, T., & Tetereva, A. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.01.027 · Cited by 89 · see citing works
Understanding customer satisfaction via deep learning and natural language processing
Aldunate, Á., Maldonado, S., Vairetti, C., & Armelini, G. (2022) · Expert Systems with Applications · doi:10.1016/j.eswa.2022.118309 · Cited by 92 · see citing works
Machine learning in marketing: Recent progress and future research directions
Herhausen, D., Bernritter, S. F., Ngai, E. W. T., Kumar, A., & Delen, D. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114254 · Cited by 100 · see citing works
How to build a competitive advantage for your brand using generative AI
Cui, Y. G., van Esch, P., & Phelan, S. E. (2024) · Business Horizons · doi:10.1016/j.bushor.2024.05.003 · Cited by 87 · see citing works
Techno-economic understanding of Indian energy-storage market: A perspective on green materials-based supercapacitor technologies
Ghosh, S., Yadav, S., Devi, A., & Thomas, T. (2022) · Renewable and Sustainable Energy Reviews · doi:10.1016/j.rser.2022.112412 · Cited by 87 · see citing works
Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing
Bhagat, R., Chauhan, V. S., & Bhagat, P. (2022) · foresight · doi:10.1108/fs-10-2021-0218 · Cited by 101 · see citing works
Digital marketing capability: the mystery of business capabilities
Apasrawirote, D., Yawised, K., & Muneesawang, P. (2022) · Marketing Intelligence & Planning · doi:10.1108/mip-11-2021-0399 · Cited by 113 · see citing works
Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis
Thakur, J., & Kushwaha, B. P. (2023) · Global Business and Organizational Excellence · doi:10.1002/joe.22233 · Cited by 78 · see citing works
Addressing Algorithmic Bias in AI-Driven Customer Management
Akter, S., Dwivedi, Y. K., Biswas, K., Michael, K., Bandara, R. J., & Sajib, S. (2021) · Journal of Global Information Management · doi:10.4018/jgim.20211101.oa3 · Cited by 87 · see citing works
AI AND PRODUCT MANAGEMENT: A THEORETICAL OVERVIEW FROM IDEA TO MARKET
Ogundipe, D. O., Babatunde, S. O., & Abaku, E. A. (2024) · International Journal of Management & Entrepreneurship Research · doi:10.51594/ijmer.v6i3.965 · Cited by 75 · see citing works
Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics
Anayat, S., & Rasool, G. (2022) · The Journal of Marketing Theory and Practice · doi:10.1080/10696679.2022.2103435 · Cited by 82 · see citing works
Neuromarketing algorithms’ consumer privacy and ethical considerations: challenges and opportunities
Goncalves, M. V., Hu, Y., Aliagas, I., & Suárez, L. M. C. (2024) · Cogent Business & Management · doi:10.1080/23311975.2024.2333063 · Cited by 86 · see citing works
AI in sales: Laying the foundations for future research
McClure, C. E., Epler, R. T., Schmitt, L., & Rangarajan, D. (2024) · Journal of Personal Selling and Sales Management · doi:10.1080/08853134.2024.2329905 · Cited by 76 · see citing works
A Comparison and Interpretation of Machine Learning Algorithm for the Prediction of Online Purchase Conversion
Lee, J., Jung, O., Lee, Y., Kim, O., & Park, C. H. (2021) · Journal of theoretical and applied electronic commerce research · doi:10.3390/jtaer16050083 · Cited by 68 · see citing works
The role of machine learning analytics and metrics in retailing research
Wang, X., Ryoo, J. H., Bendle, N. T., & Kopalle, P. K. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.12.001 · Cited by 65 · see citing works
Machine learning–assisted triboelectric nanogenerator technology for intelligent sports
Ji, M., Wang, Z., Wu, J., Huang, L., Zheng, M., Cheng, G., Cai, H., Luo, J., Zhou, H., & Wang, Z. L. (2025) · Science Advances · doi:10.1126/sciadv.adz3515 · Cited by 66 · see citing works
Exploring online customer experience: A systematic literature review and research agenda
Kacprzak, A., & Hensel, P. G. (2023) · International Journal of Consumer Studies · doi:10.1111/ijcs.12966 · Cited by 72 · see citing works
An Analytical Review on the Impact of Artificial Intelligence on the Business Industry: Applications, Trends, and Challenges
Gurjar, K., Jangra, A., Baber, H., Islam, M., & Sheikh, S. A. (2024) · IEEE Engineering Management Review · doi:10.1109/emr.2024.3355973 · Cited by 71 · see citing works
The impact of Covid-19 on customer journeys: implications for interactive marketing
Kannan, P. K., & Kulkarni, G. (2021) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-03-2021-0078 · Cited by 63 · see citing works
Adaptive learning style prediction in e-learning environment using levy flight distribution based CNN model
Alshmrany, S. (2021) · Cluster Computing · doi:10.1007/s10586-021-03403-3 · Cited by 58 · see citing works
The beauty premium of tour guides in the customer decision-making process: An AI-based big data analysis
Yang, F. X., Li, Y., Li, X., & Yuan, J. (2022) · Tourism Management · doi:10.1016/j.tourman.2022.104575 · Cited by 64 · see citing works
Information Technology Adoption on Digital Marketing: A Literature Review
Figueiredo, F., Gonçalves, M. J., & Teixeira, S. (2021) · Informatics · doi:10.3390/informatics8040074 · Cited by 68 · see citing works
The need for quantification of uncertainty in artificial intelligence for clinical data analysis: increasing the level of trust in the decision-making process
Abdar, M., Khosravi, A., Islam, S. M. S., Acharya, U. R., & Vasilakos, A. V. (2022) · IEEE Systems, Man, and Cybernetics Magazine · doi:10.1109/msmc.2022.3150144 · Cited by 55 · see citing works
A Systematic Literature Review on Sustainability Integration and Marketing Intelligence in the Era of Artificial Intelligence
Emon, M. M. H., & Khan, T. (2025) · Review of Business and Economics Studies · doi:10.26794/2308-944x-2024-12-4-6-28 · Cited by 68 · see citing works
Artificial Intelligence and Corporate Sustainability: Shaping the Future of <scp>ESG</scp> in the Age of Industry 5.0
Wang, Q., Qi, Y., & Li, R. (2026) · Sustainable Development · doi:10.1002/sd.70200 · Cited by 55 · see citing works
AI-Empowered Electrochemical Sensors for Biomedical Applications: Technological Advances and Future Challenges
Liu, Y., Liu, X., Wang, X., & Jiang, H. (2025) · Biosensors · doi:10.3390/bios15080487 · Cited by 54 · see citing works
Unlocking Marketing Creativity Using Artificial Intelligence
Pagani, M., & Wind, Y. (2024) · Journal of Interactive Marketing · doi:10.1177/10949968241265855 · Cited by 61 · see citing works
Large Language Models: A Comprehensive Survey of its Applications, Challenges, Limitations, and Future ProspectsPreprint
Hadi, M. U., Al-Tashi, Q., Qureshi, R., Shah, A., Muneer, A., Irfan, M., Zafar, A., Shaikh, M. B., Akhtar, N., Hassan, S. Z., et al. (2023) · doi:10.36227/techrxiv.23589741.v3 · Cited by 62 · see citing works
Machine Learning for Smart Environments in B5G Networks: Connectivity and QoS
Alsamhi, S. H., Almalki, F. A., Al-Dois, H., Soufiene, B. O., Hassan, J. A., Hawbani, A., Sahal, R., Lee, B., & Saleh, H. (2021) · Computational Intelligence and Neuroscience · doi:10.1155/2021/6805151 · Cited by 56 · see citing works
Machine learning for marketing on the KNIME Hub: The development of a live repository for marketing applications
Ordenes, F. J. V., & Silipo, R. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.08.036 · Cited by 51 · see citing works
Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda
Suraña‐Sánchez, C., & Aramendia-Muneta, M. E. (2024) · International Journal of Consumer Studies · doi:10.1111/ijcs.13027 · Cited by 67 · see citing works
Autonomous construction hoist system based on deep reinforcement learning in high-rise building construction
Lee, D., & Kim, M. (2021) · Automation in Construction · doi:10.1016/j.autcon.2021.103737 · Cited by 49 · see citing works
Serious Games and AI: Challenges and Opportunities for Computational Social Science
Pérez, J., Castro, M., & López, G. (2023) · IEEE Access · doi:10.1109/access.2023.3286695 · Cited by 59 · see citing works
Experiential Narratives in Marketing: A Comparison of Generative AI and Human Content
Wen, Y., & Laporte, S. (2024) · Journal of Public Policy & Marketing · doi:10.1177/07439156241297973 · Cited by 56 · see citing works
The role of consumer data in marketing: A research agenda
Blasco‐Arcas, L., Lee, H.-H. M., Kastanakis, M. N., Alcañíz, M., & Reyes-Menéndez, A. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.03.054 · Cited by 55 · see citing works
Machine Learning and Marketing: A Systematic Literature Review
Duarte, V., Zúñiga-Jara, S., & Contreras, S. A. (2022) · IEEE Access · doi:10.1109/access.2022.3202896 · Cited by 47 · see citing works
AI as customer
Huang, M., & Rust, R. T. (2022) · Journal of service management · doi:10.1108/josm-11-2021-0425 · Cited by 50 · see citing works
IDS for Industrial Applications: A Federated Learning Approach with Active Personalization
Kelli, V., Argyriou, V., Λάγκας, Θ., Fragulis, G. F., Grigoriou, E., & Sarigiannidis, P. G. (2021) · Sensors · doi:10.3390/s21206743 · Cited by 46 · see citing works
Detecting Pain Points from User-Generated Social Media Posts Using Machine Learning
Salminen, J. O., Mustak, M., Corporan, J., Jung, S., & Jansen, B. J. J. (2022) · Journal of Interactive Marketing · doi:10.1177/10949968221095556 · Cited by 47 · see citing works
Artificial Intelligence in Marketing Communication: A Comprehensive Exploration of the Integration and Impact of AI
Şenyapar, H. N. D. (2024) · Technium Social Sciences Journal · doi:10.47577/tssj.v55i1.10651 · Cited by 44 · see citing works
Exploring the resources, competencies, and capabilities needed for successful machine learning projects in digital marketing
Blomster, M., & Koivumäki, T. (2021) · Information Systems and e-Business Management · doi:10.1007/s10257-021-00547-y · Cited by 44 · see citing works
Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis
Carlson, K., Kopalle, P. K., Riddell, A. B., Rockmore, D. N., & Vana, P. (2022) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2022.02.004 · Cited by 45 · see citing works
Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda
Marti, C. L., Liu, H., Kour, G., Bilgihan, A., & Xu, Y. (2024) · Journal of service management · doi:10.1108/josm-10-2023-0443 · Cited by 49 · see citing works
AI-driven personalization in web content delivery: A comparative study of user engagement in the USA and the UK
Sodiya, E. O., Amoo, O. O., Umoga, U. J., & Atadoga, A. (2024) · World Journal of Advanced Research and Reviews · doi:10.30574/wjarr.2024.21.2.0502 · Cited by 39 · see citing works
ChatGPT and marketing: Analyzing public discourse in early Twitter posts
Zhou, W., Zhang, C., Wu, L., & Shashidhar, M. (2023) · Journal of Marketing Analytics · doi:10.1057/s41270-023-00250-6 · Cited by 38 · see citing works
The role of generative artificial intelligence (GAI) in customer personalisation (CP) development in SMEs: a theoretical framework and research propositions
Abrokwah-Larbi, K. (2023) · Industrial Artificial Intelligence · doi:10.1007/s44244-023-00012-4 · Cited by 38 · see citing works
Is there a glitch in the matrix? Artificial intelligence and management education
Krammer, S. M. S. (2023) · Management Learning · doi:10.1177/13505076231217667 · Cited by 39 · see citing works
Advances in artificial intelligence for olfaction and gustation: a comprehensive review
Hao, Z., Li, H., Guo, J., & Xu, Y. (2025) · Artificial Intelligence Review · doi:10.1007/s10462-025-11309-4 · Cited by 41 · see citing works
Combining Sociocultural Intelligence with Artificial Intelligence to Increase Organizational Cyber Security Provision through Enhanced Resilience
Trim, P. R. J., & Lee, Y. (2022) · Big Data and Cognitive Computing · doi:10.3390/bdcc6040110 · Cited by 44 · see citing works
How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign
Langen, H., & Huber, M. (2023) · PLoS ONE · doi:10.1371/journal.pone.0278937 · Cited by 37 · see citing works
Marketing Applications of Emerging Technologies
Aarabe, M., Khizzou, N. B., Alla, L., & Benjelloun, A. S. (2024) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/979-8-3693-3172-9.ch002 · Cited by 37 · see citing works
The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing
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Authors: Ma, L., & Sun, B.
Affiliations: University of Maryland, College Park (US)
Cheung Kong Graduate School of Business (CN)
Corresponding author: Ma, Liye
Venue: International Journal of Research in Marketing
Publisher: Elsevier BV
Published: 2020-09
Volume: 37
Issue: 3
Pages: 481-504
ISSN: 0167-8116 (ISSN-L)
DOI: 10.1016/j.ijresmar.2020.04.005
OpenAlex: W3081095512
Cited by: 602
References: 124
Citations by year: 2026: 83 · 2025: 111 · 2024: 156 · 2023: 108 · 2022: 99 · 2021: 39 · 2020: 6
FWCI: 24.77
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
Locations: International Journal of Research in Marketing (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Topics: Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords: machine learning in marketing, AI agents, marketing research methodology, model interpretability, unstructured data, large-scale data, tracking data, network data, decision support, causal inference, prescriptive analytics, marketing theory, research agenda

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