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Cited by 492

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

Influence of new-age technologies on marketing: A research agenda

Kumar, V., Ramachandran, Divya, Kumar, Binay·2021·Journal of Business Research
DOI 10.1016/j.jbusres.2020.01.007
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Abstract

Abstract This study focuses on four key new-age technologies – the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain – and their respective roles in marketing. Specifically, the study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.

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Metadata

Authors
Kumar, V., Ramachandran, D., & Kumar, B.
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2021-03
Volume
125
Pages
864-877
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2020.01.007
OpenAlex
W3001124561
Cited by
492
References
2
FWCI
44.79
Type
journal article
Language
en
Open access
closed

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Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.