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Keywords: Customer journey
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (4): 620–639.
Published: 19 December 2022
... in peer-reviewed journals from 2007 to 2021. Findings This review identifies the roles of AI touch points and factors affecting the acceptance and effectiveness of consumer–AI interaction in each stage of the customer journey. Originality/value This study is the first to review the existing...
Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (5): 663–680.
Published: 18 July 2022
... remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP. Design/methodology/approach Drawing upon Lemon...
