Machine learning and AI in marketing–Connecting computing power to human insights
Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly
transforming the business world, generating heightened interest from researchers. In this …
transforming the business world, generating heightened interest from researchers. In this …
Artificial intelligence and value co-creation: a review, conceptual framework and directions for future research
Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC).
However, a study providing a comprehensive summary of the current state of the art and …
However, a study providing a comprehensive summary of the current state of the art and …
Online and offline retailing: What we know and directions for future research
The fast-paced growth of e-commerce is rapidly changing consumers' shop** habits and
sha** the future of the retail industry. While online retailing has allowed companies to …
sha** the future of the retail industry. While online retailing has allowed companies to …
How consumer digital signals are resha** the customer journey
Marketers are adopting increasingly sophisticated ways to engage with customers
throughout their journeys. We extend prior perspectives on the customer journey by …
throughout their journeys. We extend prior perspectives on the customer journey by …
The many faces of social media in business and economics research: Taking stock of the literature and looking into the future
A Tumasjan - Journal of economic surveys, 2024 - Wiley Online Library
Since their inception more than 15 years ago, social media have become a vibrant research
topic in business and economics research. This article presents an integrative literature …
topic in business and economics research. This article presents an integrative literature …
Fueling innovation management research: Future directions and five forward‐looking paths
Research about innovation management explores how the future is created—who is
creating it (organizations, collaborations, etc.), for what aims (customer satisfaction, market …
creating it (organizations, collaborations, etc.), for what aims (customer satisfaction, market …
Detecting pain points from user-generated social media posts using machine learning
Artificial intelligence, particularly machine learning, carries high potential to automatically
detect customers' pain points, which is a particular concern the customer expresses that the …
detect customers' pain points, which is a particular concern the customer expresses that the …
Leveraging AI for content generation: A customer equity perspective
Advances in artificial intelligence have ushered in new opportunities for marketers in the
domain of content generation. We discuss approaches that have emerged to generate text …
domain of content generation. We discuss approaches that have emerged to generate text …
The spillover effects of positive and negative buzz on brand attitudes
Purpose This paper aims to investigate the effects of buzz about the focal brand on
competing brands' attitudes. Design/methodology/approach Brand-related buzz can be …
competing brands' attitudes. Design/methodology/approach Brand-related buzz can be …
Standing out from the crowd: When and why color complexity in social media images increases user engagement
Firms increasingly rely on images to drive user engagement with their social media content.
However, evidence is limited on when and why image characteristics can draw social media …
However, evidence is limited on when and why image characteristics can draw social media …