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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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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
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
“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
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 504
ChatGPT 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

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

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