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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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“…to chatbots, to the creation of advertisements made with the profile of a target user to deliberately achieve the highest possible level of performance and maximize the efficiency of budgeting (et al., 2020; Davenport et al., 2020; Huang & Rust, 2021; Ma & Sun, 2020; Vermeer et al., 2019).”
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“Artificial intelligence plays a crucial role in this process by identifying patterns within the accumulated data, thereby enhancing the precision of targeting potential customers (Ma & Sun, 2020).”
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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
Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Social Sciences › Business, Management and Accounting › Marketing › 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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