Journal of Business and Industrial Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Апрель 26, 2025
Purpose
This
study
aims
to
examine
the
role
of
big
data
marketing
capability
(BDMC)
in
shaping
firms’
innovation
behavior
within
context
digital
innovation.
By
defining
BDMC
and
identifying
its
core
dimensions,
provides
a
framework
for
understanding
how
moderates
inverted
U-shaped
relationship
between
two
key
types
–
explorative
exploitative
their
impact
on
performance.
Design/methodology/approach
is
conceptualized
through
five
dimensions:
(1)
data-driven
specialized
capability,
(2)
customer
management
(CRM)
(3)
channel
alliance
(4)
brand
(5)
market
information
knowledge
capability.
A
refined
measurement
scale
developed
based
these
dimensions.
Using
hierarchical
regression
analysis
tests,
this
investigates
nonlinear
(inverted
U-shaped)
Empirical
conducted
using
from
151
firms
Chinese
automotive
manufacturing
industry.
Findings
The
results
confirm
distinct
effects
performance,
with
relationships
significantly
moderated
by
BDMC.
Under
experience-driven
exhibits
positive
linear
effect
while
follows
an
pattern.
However,
BDMC,
performance
shifts
U-shape,
transitions
U-shape
highlighting
BDMC’s
moderating
role.
Originality/value
advances
literature
clearly
refining
assessing
influence
strategies.
It
contributes
behavioral
theory
firm,
capability-based
view
positioning
as
pivotal
that
shapes
ability
balance
practical
insights
undergoing
transformation,
offering
strategic
leveraging
enhance
International Journal of Information Management,
Год журнала:
2024,
Номер
77, С. 102783 - 102783
Опубликована: Апрель 9, 2024
Artificial
intelligence
(AI)
has
become
a
disruptive
force
that
revolutionized
industries
and
changed
business
practices.
The
integration
of
AI
brought
numerous
benefits
to
various
functional
areas
within
organizations,
with
marketing
experiencing
significant
positive
impact.
technologies
have
empowered
marketers
advanced
tools
insights,
fostering
unparalleled
efficiency,
personalization,
strategic
campaign
decision-making.
Despite
these
advancements,
the
scholarly
focus
on
AI's
transformative
effects
is
limited.
This
research
investigates
how
currently
applied
across
different
functions
its
potential
future
evolution
impact
processes.
In
rapidly
evolving
world,
businesses
must
navigate
complexity,
innovate,
sustain
competitive
advantages.
Grounding
our
analysis
in
previous
literature,
we
adopt
dynamic
capability
theoretical
lens,
emphasizing
organizations
adapt
prosper
changing
environments.
study
highlights
six
key
where
promises
effects,
aiming
illuminate
path
for
innovations
strategies,
including
AI-driven
customer
measuring
performance,
automated
ethical
implications,
enhancing
experiences,
growth
opportunities
Implementation.
While
recognizing
as
force,
also
highlight
limitations,
threats
privacy
security,
well
ramifications
biases,
misuse,
dissemination
misinformation.
Finally,
article
delineates
gaps
formulates
questions
aimed
at
advancing
knowledge
marketing.
International Journal of Consumer Studies,
Год журнала:
2024,
Номер
48(2)
Опубликована: Фев. 13, 2024
Abstract
Digital
transformation
has
had
an
unprecedented
influence
on
all
sectors
of
business
over
the
last
decade.
We
are
now
entering
era
characterized
by
extensive
digital
businesses,
society,
and
consumers.
Therefore,
become
a
pivotal
focus
for
organizations
across
various
in
recent
years.
Despite
differing
scholarly
perspectives
concept
elements
transformation,
consensus
exists
that
it
significantly
impacts
consumer
decisions
necessitates
organizational
adaptation.
Recent
challenges
such
as
COVID‐19
pandemic
have
further
accelerated
need
its
effects
This
editorial
perspective
this
most
important
topic
to
establish
future
research
agenda
encompassing
dimensions
transformation.
The
purpose
is
review
from
multidisciplinary
viewpoint
provide
insights
into
several
key
domains—Internet‐of‐Things,
social
media,
mobile
apps,
artificial
intelligence,
augmented
virtual
reality,
metaverse,
corporate
responsibility—that
poised
fuel
pace
Each
domain
analyzed
through
lens
introduction,
role,
importance,
multifaceted
impact,
conclusions.
Future
directions
suggested.
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 23 - 47
Опубликована: Июнь 28, 2024
In
today's
global
environment,
integrating
emerging
technologies
has
become
a
necessity.
This
book
explores
the
intersection
of
technology
and
marketing,
providing
an
overview
technological
advancements
their
impact
on
marketing
practices.
chapter
proposes
systematic
literature
review
following
PRISMA
protocol
to
explore
breadth
scope
applicability
solutions
in
marketing.
The
aim
is
highlight
key
opportunities
challenges
for
applications
such
technologies.
analysis,
conducted
using
Nvivo
V12
software,
indicates
that
as
artificial
intelligence,
augmented
reality,
internet
things,
blockchain,
data
analytics
are
increasingly
important
practices
strategies.
These
primarily
used
understand
satisfy
individual
customer
needs
improve
experience.
Tourism Recreation Research,
Год журнала:
2024,
Номер
unknown, С. 1 - 11
Опубликована: Янв. 5, 2024
Generative
artificial
intelligence
(AI)
and
smart/e-tourism
provide
imperative
opportunities
to
service
industries;
however,
the
implementation
of
ChatGPT
in
tourism
hospitality
industry
is
limited,
which
extends
different
considerations/challenges
that
need
vigilant
reflection.
Based
on
this
significance
research
gap,
we
thus
develop
a
theoretical
framework
suggests
sets
key
propositions
AI
technology-powered
ChatGPT.
A
widespread
literature
review
practices
were
conducted
investigate
conceptual
advancements/developments
generative
AI-powered
technologies
including
ChatGPT,
chatbot
marketing,
tourism,
information
management.
The
proposed
develops
customer's
interaction-based
conditions
experience,
engagement/trust,
attachment,
satisfaction/service
quality,
attitude
change
operational
efficiency,
consequently
affect
their
strategic
outcomes
behaviours,
subjective/psychological
well-being,
happiness
performance.
Thus,
note
theoretical/practical
implications
an
extensive
future-research
roadmap
also
recommends
transformative
opportunities,
challenges
benefits
marketing
PLoS ONE,
Год журнала:
2024,
Номер
19(5), С. e0300599 - e0300599
Опубликована: Май 10, 2024
The
aim
of
this
research
is
to
investigate
tourist
marketing
within
the
embryonic
context
metaverse
in
order
comprehend
building
blocks
and
primary
technologies
employed
sector.
A
systematic
literature
review
(SLR)
was
conducted
on
386
articles,
with
an
overall
qualitative
approach
that
included
86
references,
all
which
dealt
topic
had
direct
or
potential
implications
for
tourism
sector
(hotels,
restaurants,
means
transport,
leisure
activities
destination
itself).
articles
are
taken
from:
Science
Direct,
Taylor
&
Francis,
Emerald,
Springer
Google
Scholar.
SLR
carried
out
according
PRISMA
search
protocol.
results
indicate
have
been
most
thoroughly
studied
at
confluence
marketing,
tourism,
(AI,
virtual
reality,
augmented
mixed
blockchain,
tokens
(NFTs)
digital
twins).
Moreover,
they
establish
foundational
components
first
time
(tourism
products,
as
a
distribution
branding
channel
and,
customer
protagonist).
Finally,
study
exposes
gaps
recommends
future
directions
exploration
(monetization
products
metaverse,
promotion
strategies
new
profiles
professionals,
policy
development
regulates
commercial
activity
metaverse).
Journal of the Academy of Marketing Science,
Год журнала:
2024,
Номер
unknown
Опубликована: Авг. 26, 2024
Abstract
Nowadays,
we
are
witnessing
the
exponential
growth
of
Generative
AI
(GenAI),
a
group
models
designed
to
produce
new
content.
This
technology
is
poised
revolutionize
marketing
research
and
practice.
Since
literature
about
GenAI
still
in
its
infancy,
offer
technical
overview
how
trained
they
Following
this,
construct
roadmap
for
future
on
marketing,
divided
into
two
main
domains.
The
first
domain
focuses
firms
can
harness
potential
throughout
innovation
process.
We
begin
by
discussing
changes
consumer
behavior
propose
questions
at
level.
then
connect
these
emerging
insights
with
corresponding
firm
strategies,
presenting
second
set
examines
likely
consequences
using
analyze:
(1)
relationship
between
market-based
assets
value,
(2)
skills,
preferences,
role
processes.
