Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda

This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial...

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Authors: Suraña Sánchez, Clara, Aramendia Muneta, María Elena
Format: article
Status:Published version
Publication Date:2024
Country:España
Institution:Universidad Pública de Navarra
Repository:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/48240
Online Access:https://hdl.handle.net/2454/48240
Access Level:Open access
Keyword:Advertising engagement
Artificial intelligence
Customer engagement
Machine learning
Marketing
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spelling Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agendaSuraña Sánchez, ClaraAramendia Muneta, María ElenaAdvertising engagementArtificial intelligenceCustomer engagementMachine learningMarketingThis study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer-reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.This study was funded by the Universidad Pública de Navarra (MCIN/AEI/10.13039/501100011033 and European Union NextGenerationEU/PRTR) (grant TED2021-129513B-C21).WileyGestión de EmpresasEnpresen KudeaketaInstitute for Advanced Research in Business and Economics - INARBEUniversidad Pública de Navarra / Nafarroako Unibertsitate Publikoa2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://hdl.handle.net/2454/48240reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglésinfo:eu-repo/grantAgreement/AEI//TED2021-129513B-C21© 2024 The Authors. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,provided the original work is properly cited.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/482402026-06-17T12:41:47Z
dc.title.none.fl_str_mv Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
title Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
spellingShingle Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
Suraña Sánchez, Clara
Advertising engagement
Artificial intelligence
Customer engagement
Machine learning
Marketing
title_short Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
title_full Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
title_fullStr Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
title_full_unstemmed Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
title_sort Impact of artificial intelligence on customer engagement and advertising engagement: a review and future research agenda
dc.creator.none.fl_str_mv Suraña Sánchez, Clara
Aramendia Muneta, María Elena
author Suraña Sánchez, Clara
author_facet Suraña Sánchez, Clara
Aramendia Muneta, María Elena
author_role author
author2 Aramendia Muneta, María Elena
author2_role author
dc.contributor.none.fl_str_mv Gestión de Empresas
Enpresen Kudeaketa
Institute for Advanced Research in Business and Economics - INARBE
Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
dc.subject.none.fl_str_mv Advertising engagement
Artificial intelligence
Customer engagement
Machine learning
Marketing
topic Advertising engagement
Artificial intelligence
Customer engagement
Machine learning
Marketing
description This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer-reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/48240
url https://hdl.handle.net/2454/48240
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/grantAgreement/AEI//TED2021-129513B-C21
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Wiley
publisher.none.fl_str_mv Wiley
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
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repository.mail.fl_str_mv
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