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Keywords: Retail 4.0
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Journal Articles
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (7): 1141–1168.
Published: 21 May 2024
.... Essentially, AI e-marketing (AIeMktg) is the use of AI technological approaches in e-marketing by blending customer data, and Retail 4.0 is the digitisation of the physical shopping experience. Therefore, in the era of Retail 4.0, this study investigates the factors influencing the use of AIeMktg...
