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 …

This paper synthesises research on artificial intelligence (AI) in e-commerce and proposes
guidelines on how information systems (IS) research could contribute to this research …

Research presents an analysis of the most recent literature focused on digital transformation
in business with special emphasis on the area of marketing. Within the framework of the …

Content marketing involves producing and distributing content effectively and initially
through digital channels. However, digital marketing strategies and business models can …

In recent years, machine learning (ML) and artificial intelligence (AI) have attracted
considerable attention in different industry sectors, including marketing. ML and AI hold …

Currently, the Internet contains a large amount of information, which must then be filtered to
determine suitability for certain users. Recommender systems are a very suitable tool for this …

Nowadays, various recommender systems are popular and their main aim is to recommend
suitable content to the user based on various parameters. This article proposes a hybrid …

This study attempts to identify the potential determinants of advertising avoidance in the
context of personalized advertising media, including unsolicited commercial e-mail, postal …

Recommender systems have become an important research field since the emergence of
the first paper on collaborative filtering in the mid-1990s. Although academic research on …

Despite the importance of data mining techniques to customer relationship management
(CRM), there is a lack of a comprehensive literature review and a classification scheme for it …