Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
By Vinay Kumar, Bharath Rajan, R. Venkatesan, Jim Lecinski. California Management Review, 2019
567 citations recorded by the source corpus.
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.
Subfields: Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/442e88a8532dec2e14b6de62df06abc30add32e0
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Sociology and Political Science
Citations in the corpus
- Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda (2020, background): “Technological advancements frequently lead to structural shifts in business paradigms, as is true of AI in marketing (Kumar et al., 2019).”
- Consumers and Artificial Intelligence: An Experiential Perspective (2020, unknown): “Firms leverage the predicting capability of AI to create ultra-customized offerings and maximize engagement, relevance, and satisfaction (Kumar et al. 2019).”
- Artificial Intelligence and Entrepreneurship: Implications for Venture Creation in the Fourth Industrial Revolution (2020, unknown): “…2002; Fischer & Reuber, 2011; Fleming, 2018; Garbuio & Lin, 2019; Glikson & Woolley, in press; Gregory et al., in press; Hoynes & Rothstein, 2019; Ireland et al., 2003; Kronblad, in press; Kumar et al., 2019; Nambisan et al., 2019; Salomons, 2018; Vaghely & Julien, 2010; Yoo et al., 2010).”
- A strategic framework for artificial intelligence in marketing (2020, background): “…et al. 2020), machine learning prediction for mobile marketing personalization (Tong et al. 2020), in-store technology (e.g., robots, smart displays, or augmented reality) for convenience or social presence (Grewal et al. 2020), and AI for personalized customer engagement (Kumar et al. 2019).”