In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …

Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

Real-time multisensory social interactions (RMSIs) between people are at the center of the
metaverse, a new computer-mediated environment consisting of virtual “worlds” in which …

The use of big data has garnered increasing importance in academic research and
managerial practice thanks to the benefits it can produce in terms of innovation. However …

Purpose Ever since its emergence, the metaverse has presented opportunities and
disruptions to every stakeholder, including individual users and organizations. This article …

An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in
marketing has shown that AI is capable of mimicking humans and performing activities in an …

Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot
marketing efforts (CMEs) in the establishment of relationships between brands and their …

Digital transformation has had an unprecedented influence on all sectors of business over
the last decade. We are now entering an era characterized by the extensive digital …

Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact
on a variety of marketing practices and are attracting increasing attention from marketing …

Purpose The objective of this study is to provide a systematic review of the literature on
artificial intelligence (AI) in customer-facing financial services, providing an overview of …