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

The DOI matches its Crossref record.

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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Crossref · 10.1177/0008125619859317

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Metadata

Authors
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J.
Affiliations
  • Georgia State University (US)
  • University of Virginia (US)
  • Northwestern University (US)
ORCID
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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