Cited by 797AI in Service InteractionsDigital Marketing and Social MediaMarketing and Advertising Strategies

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Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

Kumar, V., Rajan, Bharath, Venkatesan, Rajkumar, Lecinski, Jim·2019·California Management Review

DOI 10.1177/0008125619859317

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Abstract

This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.

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Silva, F. A., Shojaei, A. S., & Barbosa, B. (2023) · Journal of theoretical and applied electronic commerce research · doi:10.3390/jtaer18010024 · Cited by 132
Past, present and future of bank marketing: a bibliometric analysis of International Journal of Bank Marketing (1983–2020)
Kumar, S., Xiao, J. J., Pattnaik, D., Lim, W. M., & Rasul, T. (2021) · International Journal of Bank Marketing · doi:10.1108/ijbm-07-2021-0351 · Cited by 92
Consumers’ perception on artificial intelligence applications in marketing communication
Chen, H., Chan-Olmsted, S., Kim, J., & Sanabria, I. M. (2021) · Qualitative Market Research An International Journal · doi:10.1108/qmr-03-2021-0040 · Cited by 94
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 142
“…can support promotion actions in many of their applications, such as social media marketing, mobile marketing, and search engine optimization (Miklosik et al., 2019), automating advertising media planning, keywords researching, real-time bidding, and social media targeting (Kumar et al., 2019).”
Background
The Digital Divide: Addressing Artificial Intelligence in Communication Education
Luttrell, R. M., Wallace, A. A., McCollough, C. J., & Lee, J. (2020) · Journalism & Mass Communication Educator · doi:10.1177/1077695820925286 · Cited by 94
“We suggest these considerations on the basis of approaches from both theoretical and practical perspectives that address the potential impact of AI on societal and individual levels (Kumar et al., 2019; Whittlestone et al., 2019).”
Background
A comparative study on the effect of ChatGPT recommendation and AI recommender systems on the formation of a consideration set
Chang, W., & Park, J. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103743 · Cited by 92
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships
Yau, K. A., Saad, N. M., & Chong, Y.-W. (2021) · Applied Sciences · doi:10.3390/app11188562 · Cited by 93
“Such capability enables AIM to go the extra length to manifest personalization [5] for each customer to understand his/her needs and wants, allowing such impossible features in the past to become possible now.”
Background
Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives
Wan, A., & Jiang, M. (2023) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2023.2224416 · Cited by 96
Decoding Gen Z: AI's influence on brand trust and purchasing behavior
Guerra-Tamez, C. R., Flores, K. K., Serna-Mendiburu, G. M., Robles, D. C., & Cortés, J. I. (2024) · Frontiers in Artificial Intelligence · doi:10.3389/frai.2024.1323512 · Cited by 163
“This trust can subsequently inﬂuence purchasing decisions (Kumar et al., 2019).”
Background
How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal
Zhang, X., Shi, Y., Li, T., Guan, Y., & Cui, X. (2023) · Information Systems Frontiers · doi:10.1007/s10796-023-10425-2 · Cited by 110
“By empowering technological entities to think and perform tasks like humans with the use of software and algorithms (Kumar et al., 2019), AI is vitalizing the virtual human market.”
Artificial intelligence and industrial applications-A revolution in modern industries
Malik, S., Muhammad, K., & Waheed, Y. (2024) · Ain Shams Engineering Journal · doi:10.1016/j.asej.2024.102886 · Cited by 134
Insight is power: Understanding the terms of the consumer-firm data exchange
Krafft, M., Kumar, V., Harmeling, C. M., Singh, S. S., Zhu, T., Chen, J., Duncan, T. L., Fortin, W., & Rosa, E. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.11.001 · Cited by 101
Self-citation
Effects of Live Streaming Proneness, Engagement and Intelligent Recommendation on Users' Purchase Intention in Short Video Community: Take TikTok (DouYin) Online Courses as an Example
Wang, S., Esperança, J. P., & Wu, Q. (2022) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2022.2091653 · Cited by 94
“The application of AI technology in recommendation can be analyzed and matched according to the personalized needs of users to provide constructive recommendations and increase users ’ perceived value (Kumar et al., 2019).”
Background
The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots
de Cosmo, L. M., Piper, L., & Di Vittorio, A. (2021) · Italian Journal of Marketing · doi:10.1007/s43039-021-00020-1 · Cited by 82
Forecasting disruptions in global food value chains to tackle food insecurity: The role of AI and big data analytics – A bibliometric and scientometric analysis
Tamasiga, P., Ouassou, E. H., Onyeaka, H. N., Bakwena, M., Happonen, A., & Molala, M. (2023) · Journal of Agriculture and Food Research · doi:10.1016/j.jafr.2023.100819 · Cited by 105
A Literature Review of Human–AI Synergy in Decision Making: From the Perspective of Affordance Actualization Theory
Bao, Y., Gong, W., & Yang, K. (2023) · Systems · doi:10.3390/systems11090442 · Cited by 108
“Thus, affordance actualization is deﬁned as “actions taken by actors as they take advantage of one or more affordances through their use of the technology to achieve immediate concrete outcomes in support of organizational goals” [6] (p. 70).”
Relating the dark side of new‐age technologies and customer technostress
Kumar, V., Rajan, B., Salunkhe, U., & Joag, S. G. (2022) · Psychology and Marketing · doi:10.1002/mar.21738 · Cited by 86
Self-citation
REVOLUTIONISED TECHNOLOGIES FOR MARKETING: THEORETICAL REVIEW WITH FOCUS ON ARTIFICIAL INTELLIGENCE
Peyravi, B., Nekrošienė, J., & Лобанова, Л. (2020) · Verslas teorija ir praktika · doi:10.3846/btp.2020.12313 · Cited by 77
“Does the company have enough data to analyse and manage how this data is collected and organised (Kumar and et al., 2019)?”
BackgroundMethodInfluential
The role of artificial intelligence in improving the omnichannel customer experience
Calvo, A. V., Franco, A. D., & Frasquet, M. (2023) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-12-2022-0493 · Cited by 102
Let's play: Me and my AI‐powered avatar as one team
Butt, A. H., Ahmad, H., Goraya, M. A. S., Akram, M. S., & Shafique, M. N. (2021) · Psychology and Marketing · doi:10.1002/mar.21487 · Cited by 77
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 96
“Scopus is considered as the most extensive database in literature (Norris & Oppenheim, 2007), and experts are utilizing it for bibliometric analysis in different fields (Donthu et al., 2021b; Kim & Lim, 2019; Kumar et al., 2019; Purchase & Volery, 2020; Troisi et al., 2019).”
Background

Authors: Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J.
Affiliations: Georgia State University (US)
University of Virginia (US)
Northwestern University (US)
ORCID: Kumar, V.
Rajan, Bharath
Venue: California Management Review
Publisher: SAGE Publications
Published: 2019-07-04
Volume: 61
Issue: 4
Pages: 135-155
ISSN: 0008-1256 (ISSN-L)
2162-8564
DOI: 10.1177/0008125619859317
OpenAlex: W2953773016
Cited by: 797
References: 0
Citations by year: 2026: 136 · 2025: 154 · 2024: 208 · 2023: 111 · 2022: 76 · 2021: 73 · 2020: 33 · 2019: 4
FWCI: 21.22
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: California Management Review (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: artificial intelligence, personalized marketing, customer engagement, personalization, customer management, branding, consumer behavior, information curation, AI-driven marketing

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Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing

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