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Keywords: Inteligencia artificial
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025)
Published: 02 September 2025
... database covering multidisciplinary subjects (Hashem E et al., 2023). Corresponding author Sachu Sarasan ssbcz@missouri.edu Inteligencia Artificial Servicio al Cliente Experiencia del Cliente Análisis Bibliométrico Análisis Temático ：人工智能、客户服务、客户体验、文献计量分析、主题分析 AI’s...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (4): 444–464.
Published: 28 October 2024
... inteligencia artificial: Revisión de la literatura y agenda de investigación Objetivo La adopción de la inteligencia artificial (IA) en los encuentros de servicio en primera línea es un fenómeno creciente en el marketing de servicios, que puede llevar a resultados positivos y negativos. En este contexto, el...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (2): 253–269.
Published: 19 June 2024
... inteligencia artificial (IA) en su núcleo a través de la utilidad percibida. El modelo teórico se sustenta en la teoría del comportamiento planificado (TPB). Los datos de diseño/metodología Los datos se recopilaron de 488 usuarios de redes sociales en Arabia Saudita. Resultados Las preocupaciones sobre la...
Journal Articles
Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (1): 22–45.
Published: 15 February 2024
... to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain. Objetivo La Inteligencia Artificial (IA) ofrece muchos...
Journal Articles
Advertising acceptance via smart speakers
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2022) 26 (3): 286–308.
Published: 28 October 2022
... an important channel for brands to communicate. Marketing communications Artificial intelligence Smart speakers Advertising acceptance Virtual assistants Comunicaciones de marketing Aceptación de la publicidad Inteligencia artificial Altavoces inteligentes Asistente virtual 营销传播 广告接受...
