Commentary: Reimagining marketing education in the age of generative AI
International Journal of Research in Marketing,
Год журнала:
2024,
Номер
41(3), С. 489 - 495
Опубликована: Июль 2, 2024
Generative
AI
(GenAI)
holds
the
potential
to
revolutionise
marketing
education
by
enhancing
learning
experience
and
addressing
long-standing
pedagogical
challenges.
This
paper
explores
transformative
impact
of
GenAI,
focusing
on
three
primary
dimensions:
cost
efficiency
&
scalability,
personalisation
accessibility,
creativity
innovation.
However,
despite
these
substantial
benefits,
GenAI
also
presents
important
risks
I
therefore
underscore
need
for
strategic
responsible
implementation,
recommending
several
approaches
such
as
foundational
literacy,
human
oversight,
alignment
with
objectives
bespoke
frameworks
harness
GenAI's
full
while
mitigating
associated
risks.
Finally,
emphasise
that
discussion
should
evolve
from
whether
we
use
when
how
it.
Язык: Английский
Illusion, dilution, or loss: psychological ownership and GenAI
Trends in Cognitive Sciences,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 1, 2025
Язык: Английский
Generative artificial intelligence in tourism management: An integrative review and roadmap for future research
Tourism Management,
Год журнала:
2025,
Номер
110, С. 105179 - 105179
Опубликована: Март 31, 2025
Язык: Английский
Averse to what: Consumer aversion to algorithmic labels, but not their outputs?
Current Opinion in Psychology,
Год журнала:
2024,
Номер
58, С. 101839 - 101839
Опубликована: Июнь 29, 2024
Inspired
by
significant
technical
advancements,
a
rapidly
growing
stream
of
research
explores
human
lay
beliefs
and
reactions
surrounding
AI
tools,
which
employ
algorithms
to
mimic
elements
intelligence.
This
literature
predominantly
documents
negative
these
tools
or
the
underlying
algorithms,
often
referred
as
algorithm
aversion
or,
alternatively,
preference
for
humans.
article
proposes
third
interpretation:
people
may
be
averse
their
labels,
but
appreciative
output.
perspective
offers
three
core
insights
how
we
study
people's
algorithms.
Research
would
benefit
from
(1)
carefully
considering
labeling
(2)
broadening
scope
include
interactions
with
(3)
accounting
configuration.
Язык: Английский
Digital Marketing Outsourcing as a Development Driver for Small and Medium-Sized Businesses
European Journal of Management Issues,
Год журнала:
2024,
Номер
32(4), С. 215 - 224
Опубликована: Ноя. 29, 2024
Purpose
of
the
article.
To
explore
role
digital
marketing
outsourcing
as
an
effective
tool
for
cost
optimization,
enhancing
competitiveness,
and
achieving
strategic
goals
small
medium-sized
enterprises
(SMEs).
Special
attention
is
given
to
analyzing
results
a
survey
entrepreneurs
who
have
experience
using
this
strategy.
Design/Methodology/Approach.
The
study
exploratory
in
nature
based
on
general
scientific
methods
such
description,
comparison,
analysis,
specification.
A
comparative
approach
was
employed
identify
key
aspects
market,
including
popular
areas
transferring
functions
external
management.
Additionally,
modern
management
approaches,
Agile,
Lean,
Data-driven
marketing,
were
analyzed,
highlighting
their
ensuring
efficiency
strategy
context
global
competition.
empirical
part
20
SME
entrepreneurs.
Research
findings.
It
found
that
owners
believe
(as
non-core
activities)
effectively
contributes
provides
access
expert
knowledge,
improves
achievement
goals.
Theoretical
value
research.
confirmed
feasibility
driver
development
within
theory.
Practical
Enterprise
top
managers
can
use
scenario
analysis
decision-making
transfer
specific
management,
scalability,
increased
efficiency,
competitive
advantages
long
term.
Originality/Value
research
include
substantiated
recommendations
effectiveness
technological
progress
dynamic
market
environment.
limitations/Future
main
conclusions
are
focused
companies
already
utilizing
function
outsourcing.
This
limits
generalization
only
planning
adopt
Future
could
focus
integration
artificial
intelligence
technologies,
process
automation,
Big
Data
enhance
examining
impact
various
economic
sectors,
manufacturing,
services,
or
e-commerce,
offers
promising
opportunities
developing
industry-specific
recommendations.
JEL
Classification:
M31,
M15,
L24,
O33
Язык: Английский