Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions DOI Creative Commons
Leonidas Theodorakopoulos, Alexandra Theodoropoulou, Christos Klavdianos

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 115 - 115

Опубликована: Май 26, 2025

The rapid growth of digital platforms has fundamentally reshaped network and viral marketing, profoundly transforming how information spreads across social networks influences consumer behavior. This comprehensive review synthesizes theoretical, computational, ethical perspectives into an integrated narrative, providing novel insights the mechanisms driving diffusion within contemporary interactive marketing. By integrating foundational concepts from theory, advanced graph models, behavioral dynamics, paper demonstrates interplay between structures, influencer behaviors, AI-driven algorithms significantly redefines traditional marketing paradigms. A distinctive theoretical contribution this study lies in its innovative combination Big Data analytics with AI-based predictive modeling, explicitly revealing real-time algorithmic personalization not only enhances effectiveness but also creates new tensions surrounding misinformation, bias, vulnerability. Addressing recent calls for greater originality narrative coherence research, highlights these resolve critical puzzles clarify dilemmas. Additionally, identifies emerging trends—including Web3 decentralized platforms, neuroscience-driven targeting—offering clear future research directions. Through integrative, narrative-driven framework, advances essential guidance scholars practitioners navigating evolving complexities influence.

Язык: Английский

Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions DOI Creative Commons
Leonidas Theodorakopoulos, Alexandra Theodoropoulou, Christos Klavdianos

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 115 - 115

Опубликована: Май 26, 2025

The rapid growth of digital platforms has fundamentally reshaped network and viral marketing, profoundly transforming how information spreads across social networks influences consumer behavior. This comprehensive review synthesizes theoretical, computational, ethical perspectives into an integrated narrative, providing novel insights the mechanisms driving diffusion within contemporary interactive marketing. By integrating foundational concepts from theory, advanced graph models, behavioral dynamics, paper demonstrates interplay between structures, influencer behaviors, AI-driven algorithms significantly redefines traditional marketing paradigms. A distinctive theoretical contribution this study lies in its innovative combination Big Data analytics with AI-based predictive modeling, explicitly revealing real-time algorithmic personalization not only enhances effectiveness but also creates new tensions surrounding misinformation, bias, vulnerability. Addressing recent calls for greater originality narrative coherence research, highlights these resolve critical puzzles clarify dilemmas. Additionally, identifies emerging trends—including Web3 decentralized platforms, neuroscience-driven targeting—offering clear future research directions. Through integrative, narrative-driven framework, advances essential guidance scholars practitioners navigating evolving complexities influence.

Язык: Английский

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