Role of Artificial Intelligence in Gamification for the Emerging Markets

Roy, Gourav; Jain, Varsha

doi:10.1108/s1877-636120220000029002

Cited by 3 publications

(2 citation statements)

References 28 publications

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“…The fact that, in less than 3 years, the term ‘influencer’ has evolved incredibly fast, demonstrates that this domain is evolving. Some authors have described influencers as an emerging market (Abhishek & Srivastava, 2021; Chen, Prentice, et al, 2022; Chen & Wang, 2019; Roy & Jain, 2022; Vieira et al, 2019; Ye et al, 2021). The fashion industry's heavy reliance on influencer marketing necessitates a comprehensive understanding of its impact on customer engagement and brand loyalty.…”

Section: Findings and Discussionmentioning

confidence: 99%

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Suraña‐Sánchez,

Aramendia‐Muneta

2024

Int J Consumer Studies

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This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer‐reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

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Section: Findings and Discussionmentioning

confidence: 99%

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Suraña‐Sánchez,

Aramendia‐Muneta

2024

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…As a representative of emerging markets, China has the largest number of young gamers, and the expansion of gamification in marketing services has become a phenomenon worthy of attention in China [ 15 ]. Large technology enterprises in China (e.g.…”

Section: Introductionmentioning

confidence: 99%