Artificial intelligence in marketing: A meta‐analytic review

Mehta, Pooja; Jebarajakirthy, Charles; Maseeh, Haroon Iqbal; Anubha, Anubha; Saha, Raiswa; Dhanda, Komal

doi:10.1002/mar.21716

Cited by 63 publications

(43 citation statements)

References 161 publications

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“…Subsequently, duplicate records (396 records) that were downloaded twice or more were excluded from the list (Maseeh et al. , 2022; Mehta et al. , 2022).…”

Section: Methodsmentioning

confidence: 99%

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Permission marketing: a systematic review of 22 Years of research

Swain

Jebarajakirthy

Maseeh

et al. 2023

MIP

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PurposeThis study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.Design/methodology/approachThis study adopted a hybrid review method comprising structured literature review and lexicometric analysis.FindingsThis study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.Practical implicationsThis review gives critical insights for implementing permission-based marketing campaigns.Originality/valueThis systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.

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“…Subsequently, duplicate records (396 records) that were downloaded twice or more were excluded from the list (Maseeh et al. , 2022; Mehta et al. , 2022).…”

Section: Methodsmentioning

confidence: 99%

“…Identification: Initially, 538 records were identified from the selected databases using the search keywords. Subsequently, duplicate records (396 records) that were downloaded twice or more were excluded from the list (Maseeh et al, 2022;Mehta et al, 2022).…”

Section: Journal Selection and Inclusion/exclusion Criteriamentioning

confidence: 99%

Permission marketing: a systematic review of 22 Years of research

Swain

Jebarajakirthy

Maseeh

et al. 2023

MIP

Self Cite

View full text Add to dashboard Cite

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“…ABI Inform/ProQuest, EBSCO Host, Springer, Emerald, JSTOR, Sage, ScienceDirect, Scopus, Web of Science, Wiley Online Library, Taylor & Francis, and Google Scholar [2] to search for relevant articles. All the papers using the selected keywords in the title, abstract or keyword list, were considered for this SLR (Mehta et al. , 2022).…”

Section: Methodsmentioning

confidence: 99%

Online service failure: antecedents, moderators and consequences

Adil

Sadiq

Jebarajakirthy

et al. 2022

JSTP

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PurposeThe purpose of this study is to present a systematic review of the online service failure (OSF) literature and conduct an exhaustive analysis of academic research on this emerging research area.Design/methodology/approachThe current study has adopted a structured systematic literature review approach to synthesize and assess the OSF literature. Further, the study uses the Theory-Context-Characteristics-Methodology (TCCM) framework to propose future research directions in the OSF domain.FindingsThis systematic review shows that OSF research is still developing and remains mainly incoherent. Further, the study develops a conceptual framework integrating the frequently reported antecedents, mediators, moderator and consequences in the extant literature. This review also synthesizes the theoretical perspectives adopted for this domain.Research limitations/implicationsThe study followed specific inclusion and exclusion criteria to shortlist articles. Further, articles published only in the English language were considered. Hence, the findings of this review cannot be generalized to all OSF literature.Practical implicationsThis systematic review has classified antecedents into customers' and service providers' roles which will enable online service providers to understand all sets of factors driving OSF. It also synthesizes and presents service recovery strategies and emphasizes the role of online customer support to fix OSF.Originality/valueThe OSF literature is still developing and remains highly incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the OSF literature to study its development over time and proposes a framework which provides a comprehensive understanding of OSF.

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“…The concept of digital ethics (Hanna & Kazim, 2021) can provide a framework for understanding the ethical implications of emerging technologies like ChatGPT. Theories of consumer psychology and behaviour such as the Theory of Planned Behaviour (TPB) (Mariani et al, 2022) and the Theory of Reasoned Action (TRA) (Mehta et al, 2022) can help to understand how ChatGPT may be used to manipulate customers, and how to ensure that it is used responsibly.…”

Section: Theoriesmentioning

confidence: 99%

ChatGPTand consumers: Benefits, Pitfalls and Future Research Agenda

Paul

Ueno

Dennis

2023

Int J Consumer Studies

175

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The need of the hour is to encourage research on topics with newness and novelty. In this context, this article discusses multidimensional benefits and potential pitfalls of using artificial intelligence‐based Chat Generative Pre‐trained Transformer (ChatGPT), and provides numerous ideas for future research in consumer studies and marketing in the context of ChatGPT. ChatGPT provides algorithm‐generated conversational responses to text‐based prompts. Since its launch in the late 2022, ChatGPT has generated significant debate surrounding its hallmarks, benefits and potential pitfalls. On the one hand, ChatGPT can offer enhanced consumer engagement, improved customer service, personalization and shopping, social interaction and communication practice, cost‐effectiveness, insights into consumer behaviour and improved marketing campaigns. On the other hand, potential pitfalls include concerns about consumer well‐being, bias, misinformation, lack of context, privacy concerns, ethical considerations and security. The article concludes by outlining a potential future research agenda in the area of ChatGPT and consumer studies. Overall, this article provides valuable insights into the benefits and challenges associated with ChatGPT, shedding light on its potential applications and the need for further research.

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Artificial intelligence in marketing: A meta‐analytic review

Cited by 63 publications

References 161 publications

Permission marketing: a systematic review of 22 Years of research

Permission marketing: a systematic review of 22 Years of research

Online service failure: antecedents, moderators and consequences

ChatGPTand consumers: Benefits, Pitfalls and Future Research Agenda

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