See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/357811698

Artificial Intelligence in Marketing

Article · January 2022

CITATION READS

1 3,521

1 author:

Sri P Devarapalli
Bournemouth University
2 PUBLICATIONS   1 CITATION   

SEE PROFILE

All content following this page was uploaded by Sri P Devarapalli on 13 January 2022.

The user has requested enhancement of the downloaded file.

 Artificial Intelligence in Marketing
Sri Pravallika Devarapalli
Msc Data Science & Artificial
Intelligence
Department of Computing
Bournemouth University
Bournemouth, United Kingdom
Abstract— Artificial Intelligence (AI) has become a rising
trend in science, business, education, medicine, and
automotive. Now, it reached marketing as well [25]. The rapid
development of AI presents exciting opportunities for
marketing and research [31]. The purpose of AI in marketing
is to predict the decision of the next purchase and improve
their consumer journey. The core components of AI are big
data, machine learning and powerful solutions [12]. These
components reveal the power of AI:
1. The marketers use the concept of big data by
aggregating and segmenting the vast amount of data
with less manual work [12]. This segmented data will
deliver the content to the consumers at a perfect time.
2. Marketers can bring valid implications from a vast
number of datasets to predict the behavior of the
consumer and their next purchase with the help of
Machine Learning (ML) [12].
3. Making powerful solutions implies that we live in a
modern age, where machines can think and
understand the same way humans do [12]. Based on
the availability of the data, machines can easily
interpret the behavior of the consumer by generating
satisfactory responses to the consumers [12].
Practitioners from worldwide are trying their best to fit the
marketing functions into AI solutions [46].
Keywords— Artificial Intelligence, Marketing, Big Data,
Machine Learning (key words)
I. INTRODUCTION
“Marketing is the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably” [2]. Artificial Intelligence attempts
to understand human intelligence and build intelligent
entities [37]. In recent years, artificial intelligence has been
integrated into almost every major field such as business,
medicine, education, science, engineering, and
entertainment. AI has the full potential to develop and make
an enormous impact in three business areas [16]. The
modules are Marketing, Sales and Customer service.
1. Marketers seek to use AI to optimize the impact of
considerable investment in AI to improve the
marketing impact in media, content, products and
digital channels.
2. Sales organizations uses algorithms that
recommend the content, which leads to continuous
sales performance.
3. In customer service, AI provides automation,
sentiment analysis, Natural Language Processing
(NLP) and personalization to manage customer
relationships.
There are some advantages and disadvantages in combining
Artificial Intelligence with Marketing.
A. Advantages
• AI streamlines the marketing efforts by identifying
the user’s behavior and foresee the customer
requirements.
• With the help of Artificial Intelligence, we can
eliminate mundane, time-consuming tasks, and this
will help the marketing and sales team to focus on
more productive tasks [4].
B. Disdvantages
• Artificial Intelligence only makes decisions based
on logic, and this may seem callous to the
customers [4].
• Customers would still prefer human interactions
[4].
AI gained that importance in marketing because of the rise
in computing power and reducing its costs, availability of
big data in the market and usage of advanced models and
algorithms of machine learning [24]. As a result, there are
ample applications in the areas of marketing. For instance,
firstly, Amazon.com's prime Air practices with drones to
mechanize the shipping and delivery of the goods to the
consumers [24]. Secondly, for delivering pizza to the
customer, Dominos is trying to use autonomic vehicles and
robots [24]. Thirdly, Albert's marketing platform is used by
RedBalloon to attract new customers [24]. Fourthly, Macy's
"On Call" is an in-store personal assistant that uses Natural
Language Processing (NLP) to resolve the general queries
of the customers [24]. Fifthly, Lexus uses AI applications
for marketing. To write the TV commercial scripts, they
used IBM Watson [24]. Furthermore, they used Affectiva
for affective analytics, which recognizes the emotions
through facial and vocal expressions while watching their
TV commercials [24]. Finally, a chatbot called Replika runs
with a Machine learning Algorithm that gives emotional
support for the customers by mimicking their
communication styles [24]. According to Davenport. (2020),
Rust, (2020) have stated that there will be substantial growth
in marketing with a combination of Artificial Intelligence.AI
can be used in Marketing to expand business growth and
improve customer satisfaction. It also has heavy potential to
drive revenue and grow company profits. AI in marketing is
illustrated in figure-1.

Figure-1 AI in Marketing
Marketing Mix
The marketing mix concept was devised by
McCarthy, a conceptual framework that translated
marketing planning into practice [5]. First, McCarthy
reorganized Neil Borden's idea of fulfilling the target market
into four elements by regrouping 12 elements as (product
planning, pricing, branding, channels of distribution,
personal selling, advertising, promotions, packaging,
display, servicing, physical handling, fact-finding and
analysis) into 4Ps (product, price, promotion, place). In
subsequent years, refinements such as adding P's (people,
processes, physical evidence) to this marketing mix concept
have been made [6] even though the concept of 4P's remains
popular today [25].
II. BACKGROUND
Technology has enhanced and incorporated into
our daily activities in the last two decades, generating
massive data every day from our smartphones [39]. This
data will help marketers to enlarge the methods of research
using AI and big data [11]. In addition, using smartphones
made life easy for people to get in touch with other people,
resolve any issues, register with other companies [20,21].
All this data is plentiful, as every mobile device connected
to the internet is rising each time, reaching 3.5 billion
around the world in 2018[43]. Moreover, the searches made
in Google's web search engine for a year are around 1.2
trillion searches, approximately 40,000 searches per second
[44]. The word big data arrived from these massive amounts
of information stored in data center’s [13]. Businesses take
this data to enhance their services by interpreting the
customer need from the data [27]. This data can be managed
only because of the technology in recent years and the
evolution of Artificial intelligence to treat vast quantities of
stored information [17,22].
Big data gather every piece of information, from
doing business to shopping in the store and purchasing
movie tickets. Each category of the information is
segregated for analyzing the purchasing decisions of the
consumer [12].
The requirement for mobile phones around the
world has increased. There are 4.6 billion subscribers for
smartphones. Among those, 1 and 2 billion are using the
internet. People's need for mobile phones and the internet
clearly defines modern technology, and AI is highly used
[41].
III. LITERATURE REVIEW
Artificial Intelligence arrived from human intelligence,
and AI is demonstrated through machines. Artificial
intelligence is defined as an environment involving
intelligent machines with a system that achieves its goals,
according to Russell and Norvig (2002). Artificial
Intelligence has developed to an outstanding level in recent
years due to years of professional work [46].
Data ingestion works a significant role in artificially
intelligent systems, as it works with massive amounts of
data. These Intelligent systems consider the data based on
their analysis and requirement [46]. For example, there is an
enormous amount of data in the organizations like Google,
Amazon which is difficult for humans to analyze. Apart
from this, Artificially Intelligent systems stores information
about numerous people and their addresses from multiple
sources [46].
Use of AI in Marketing
Natural Language Processing (NLP) with AI-driven
chatbots helped most marketing organizations and
customers resolve their issues or frequently ask customer
queries through these chatbots [7]. The data processing will
be done efficiently using AI and ML algorithms, allowing
the developers to make correct decisions [28]. AI
Applications can analyze the customer's interest's like
purchases, habits, frequently bought items, and the customer
likes and dislikes and filter them accordingly [7]. Artificial
Intelligence User Interface (AIUI) is supported to customer
Relationship Management (CRM) functions [40]. AI and
IoT converted the Customary retail stores into Smart retail
stores. Customers ease of shopping has enhanced and better
supply chain because of the smart retail stores. Nazim Sha
and Rajeswari have mentioned the advancement of AI,
which can track the five senses (smell, taste, vision, touch,
hearing) [32].
A. Strategy and Planning
In segmentation, targeting, and positioning (STP),
artificial intelligence is used by marketers in strategy and
planning. Moreover, algorithms like Machine Learning and
Text Mining can be used in different areas like retail and
tourism, finance and banking, and art marketing
[10,33,34,45]. Furthermore, the targeted customers can also
be condensed using techniques such as machine learning,
data optimization, and causal forests [8,42].
B. Product Management
Products are designed based on customer needs and with
its suitabilities using Artificial Intelligence-based marketing
analytics tools, resulting in customer satisfaction [10]. In
addition, topic modelling helps in the design and innovation
of system capabilities [1]. When consumers search for
products, they assign weight preferences as attributes. This
assists in understanding the product recommendation
systems and aligning marketing strategies for meaningful
product management [14]. Deep learning can assist
individuals in discovering their areas of interest by allowing
them to explore new places. In addition, the application of
artificial intelligence will enable companies to customize
their offerings based on customer needs [40].
C. Pricing Management
There are multiple factors to finalize the price of the
product. First, there will be real-time price variations based
on demand fluctuations, which adds to the complexity of
fixing the price. Second, the price adjustment can be
dynamically based on the real-time scenario's using a
multiarmed bandit algorithm [29]. Third, there will be
frequent price changing strategies in e-commerce portals;
the price points can be adjusted quickly by applying
Bayesian inference in the machine learning algorithm.
Finally, the price will match the competitor's price [3].
D. Place Management
In the marketing mix, the main fundamental components
are Product access and product availability to enhance
customer satisfaction. Product distribution relies on several
parameters like logistics, inventory management,
warehousing, networked relationship, transportation
problems, primarily mechanical and redundant. Artificial
Intelligence will give the ideal answer for place
management by providing IoT for order tracking and order
refilling, cobots for packaging and drones for delivery [24].
E. Promotion Management
Promotion management requires search engine
optimization, media planning, advertising campaign
management, media scheduling, and promotion tactics are
transforming from physical to phygital. The worldwide
digital transformation is because of inroad campaigns of
digital marketing and social media. The decision of the
content, place and timing in this changing technological
world is controlled by the customer's decision.AI offers a
personalized and customized message based on customers'
likes and profiles [24].
IV. METHODOLOGY
In the Literature review, the guidelines given by Rowley
and Slack's (2004) are used in this article. Methodologically,
the five-stage process in the literature review describes in
the following sections [46].
A. Bibliometric Database Selection
Scopus and Web of Science (WOS) are selected as the
top two reputable bibliometric databases. According to
Yong-Hak, (2013), Scopus have more than 20,000 peer
reviews journals from different publishers, which have
broader coverage [15,47].
B. Search Strategy (Defining Keywords)
The initial search for this topic would be "marketing"
and "Artificial Intelligence". The synonyms used for the
word Artificial Intelligence are Machine learning, Natural
language processing (NLP), deep learning etc., and these are
used with boolean operators like 'AND' and 'OR' [46]. The
Boolean operator 'AND' is for the intersection of a
collection of articles and the 'OR' operator for a universal
group of articles enfolding marketing and artificial
intelligence [46].
C. Inclusion and Exclusion criteria for results
In search results, the criteria of Inclusion and exclusion
can be applied. For achieving the research objective, the
search results are limited to the articles published in
journals, which conveys "Certified Knowledge" [35].
D. Data Analysis Plan
There are three stages for structures Data Analysis.
Stage 1 is for the data analysis for the performance of
scientific actors in the research domain, which focuses on
the most relevant sources and authors in the research
domain [46]. In Bibliometric Analysis, the performance
evaluation of scientific actors is based on the citations and
citation index. Stage 2 is for conceptual and intelligent
network analysis of co-occurrence and co-citation analysis
[46]. Stage 3 analysis in marketing is focused on occurring
tendencies and future research directions of AI [46].
E. Identification of research gaps and their future
directions
To understand the evolutions methodologically and
theoretically, and for emerging research themes, the related
articles of artificial intelligence in marketing are reviewed.
Thematic coding is used for qualitative data analysis, which
analyses and identifies the common theme or idea in
passages or images. This data is indexed into categories for
the outcome of the thematic framework [46].
V. FINDINGS & DISCUSSION
A. Marketing Implications
The authors conducted an analysis based on the
implications of AI in marketing and gathered examples of
made synthesis of how it reflects the marketing mix. As a
result, conclusions are conferred in table 1 [25]. Each
instance derives the impact of AI in each area of the
marketing mix. This finding is significant in developing the
whole spectrum of marketing activity with AI influence,
which will help practitioners [25]. The implementation of
AI can be done within 'product' and 'promotion' areas in the
marketing mix program [25].
Table 1 Artificial Intelligence areas of impact on marketing
mix [25]
 c. Customer-Brand Relationship
We can reduce the possibility of post-purchase
dissonance by enhancing consumer-brand
Product Price Promotion Place interactions. This allows the products to be tested
Price virtually, eliminating the learning process associated
Development of
management Forming a
Automatic
with categories and comparing themselves to others
matching to the unique [25].
new product purchase
customer experience
profile.
Building Minimized Merchandising C. The Implications involved with the use of AI on
Additional value disappointment automation Marketing Management
AI has a practical impact on current practices in terms of
Creating the marketing management, and there should be a new way to
New
Hyper- wow facet and the chores that fulfilled in marketing teams:
Distribution
personalization delivering
channels
benefits.
a. Elimination of toilsome and Time-wasting activities
Repetitive tasks like data collection and analysis,
Further solutions Favorable
Convenient
image processing and search etc., will be automated
exceeding influence on with the help of Artificial intelligence [25].
shopping
product category the customer
b. Tremendous implications of creative and strategic
activities
Automatic Customize 24/7 chatbot The role of creative and strategic activities
recommendations communication service
performed with precise analyses using AI will build
Learning the competitive advantage [25].
process Faster and
elimination in simpler sales
c. Creative Designs
product process With the help of AI, the customer is receiving their
categories values, and through design, there is an increase in
Consultant-free finding new solutions [25].
customer
support
d. Acquiring new capabilities in the marketing team
Quicker and
easier sales The marketing team comprehends the latest
process technological prospects with the help of AI. In
addition to that, AI integrates the skills used in data
science into the marketing team [25].
The analysis conveys that AI activities have a two-way
impact on marketing. On the one hand, the consumer is the Unexplored way of marketing ecosystem: The
beneficiary of changes. But, on the other hand, whole intricacy of Artificial intelligence enhances the part of
pursued marketing activities affect new solutions [25]. companies building AI solutions. Because of the current
level of AI progress, there is a requirement to design a new
model which offers Machine learning tools with AI entities
B. Influence of AI on Consumers [25].
The Internet brought vast benefits in terms of customer
point of view, such as suitable product suggestions and
automatic recommendations [18], less shopping time [30],
or customer service customization [26], Artificial VI. CONCLUSION
Intelligence took one step forward and offered new The research confirms that the Application of
opportunities in marketing activity. The examples shown Artificial Intelligence is applied in many areas of marketing.
below clearly define that the application of AI in marketing The marketing solutions based on it took benefit in five
shows the broad picture of the advantages that the areas of Artificial Intelligence: text recognition, voice
consumers are gaining from AI [25]. recognition, image recognition, autonomous vehicle, and
robots [25]. Among all these, decision making, text
a. More Convenience recognition, and image recognition were applied vastly in
The shopping time is flexible and faster, and the marketing. However, the practical application of voice
payments are automated. There is a better quality in recognition models is quite rare and developed by the
search engines. Customer service will be there 24/7 biggest tech firms like Amazon, Apple, Microsoft, and
[25]. Google. In the same vein, autonomous robots and vehicles
are much more connected to Industry 4.0 than creative
b. Hyper-Personalization design within the marketing mix [25].
Customers are getting experienced via mass-scale Based on the analysis and the examples discussed,
hyper-personalization; once the sales are made, the the quality of a consumer's life increased with the
product gets additional value [25]. application of AI in marketing [25]. Therefore, the
marketing organization benefits from the application of AI.
This saves a lot of time for the consumer, hyper-
personalized solutions, flexible shopping, 24/7 customer
service, and a wide range of options that help the consumer
avoid the wrong choice [25].
All these changes have an impact on the functions
of marketing organizations. Essentially, it involves
introducing new skills and functions to marketing
departments, i.e., Professionals in Artificial Intelligence,
data science, and qualifications in designing and
implementing new solutions [25]. Furthermore, the new
cooperation model managed with the entities that offer AI
solutions, which are advanced, attaining a synergy effect
concerning AI and other functions [25].
As five different forms of artificial intelligence are
used in marketing practices based on the research, AI has
been found in all marketing mix areas. However, the Jarek
and Mazurek, (2019) find that AI is often implemented as a
single test, so further research needs to assess how AI
applies to the market, especially in other industries [25].
REFERENCES
[1] ANTONS, D. & BREIDBACH, C. F. 2018. Big data, big
insights? Advancing service innovation and design with machine learning.
Journal of Service Research, 21, 17-39.
[2] BAKER, M. J. & HART, S. 2016. The marketing book,
Routledge.
[3] BAUER, J. & JANNACH, D. 2018. Optimal pricing in e-
commerce based on sparse and noisy data. Decision Support Systems, 106,
53-63.
[4] BEEBE, M. 2019. Considering The Pros and Cons of Using
Artificial Intelligence in Marketing [Online]. Available:
https://medium.com/@_MarkBeebe_/considering-the-pros-and-cons-of-
using-artificial-intelligence-in-marketing-34e11279b701 [Accessed].
[5] BENNETT, A. R. 1997. The five Vs‐a buyer’s perspective of
the marketing mix. Marketing intelligence & planning.
[6] BOOMS, B. 1981. Marketing strategies and organizational
structures for service firms. Marketing of services.
[7] CHATTERJEE, S., GHOSH, S. K., CHAUDHURI, R. &
NGUYEN, B. 2019. Are CRM systems ready for AI integration? A
conceptual framework of organizational readiness for effective AI-CRM
integration. The Bottom Line.
[8] CHEN, Y., LEE, J.-Y., SRIDHAR, S., MITTAL, V.,
MCCALLISTER, K. & SINGAL, A. G. 2020. Improving cancer outreach
effectiveness through targeting and economic assessments: Insights from a
randomized field experiment. Journal of Marketing, 84, 1-27.
[9] DAVENPORT, T., GUHA, A., GREWAL, D. & BRESSGOTT,
T. 2020. How artificial intelligence will change the future of marketing.
Journal of the Academy of Marketing Science, 48, 24-42.
[10] DEKIMPE, M. G. 2020. Retailing and retailing research in the
age of big data analytics. International Journal of Research in Marketing,
37, 3-14.
[11] DELIANA, Y. A. R., I. A 2019. How does perception on green
environment across generations affect consumer behaviour? A neural
network process. International Journal of Consumer Studies, 43(4), 358-
367.
[12] DIMITRIESKA, S., STANKOVSKA, A. & EFREMOVA, T.
2018. Artificial intelligence and marketing. Entrepreneurship, 6, 298-304.
[13] DUAN, Y., EDWARDS, J. S. & DWIVEDI, Y. K. 2019.
Artificial intelligence for decision making in the era of Big Data–evolution,
challenges and research agenda. International Journal of Information
Management, 48, 63-71.
[14] DZYABURA, D. & HAUSER, J. R. 2019. Recommending
products when consumers learn their preference weights. Marketing
Science, 38, 417-441.
[15] FAHIMNIA, B., SARKIS, J. & DAVARZANI, H. 2015. Green
supply chain management: A review and bibliometric analysis.
International Journal of Production Economics, 162, 101-114.
[16] FORBES. 2020. Realizing the Growth Potential of AI [Online].
Available:
https://www.forbes.com/sites/forbesinsights/2020/05/08/realizing-the-
growth-potential-of-ai/?sh=1c61af1033f3 [Accessed].
[17] GHASEMAGHAEI, M. & CALIC, G. 2020. Assessing the
impact of big data on firm innovation performance: Big data is not always
better data. Journal of Business Research, 108, 147-162.
[18] GREWAL, D., ROGGEVEEN, A. L. & NORDFÄLT, J. 2017.
The future of retailing. Journal of retailing, 93, 1-6.
[19] GUO, J., ZHANG, W., FAN, W. & LI, W. 2018. Combining
geographical and social influences with deep learning for personalized
point-of-interest recommendation. Journal of Management Information
Systems, 35, 1121-1153.
[20] GUPTA, S., KAR, A. K., BAABDULLAH, A. & AL-
KHOWAITER, W. A. 2018a. Big data with cognitive computing: A review
for the future. International Journal of Information Management, 42, 78-89.
[21] GUPTA, S., PANSARI, A. & KUMAR, V. 2018b. Global
customer engagement. Journal of International Marketing, 26, 4-29.
[22] HALLIKAINEN, H., SAVIMÄKI, E. & LAUKKANEN, T.
2020. Fostering B2B sales with customer big data analytics. Industrial
Marketing Management, 86, 90-98.
[23] HUANG, M.-H. & RUST, R. T. 2017. Technology-driven
service strategy. Journal of the Academy of Marketing Science, 45, 906-
924.
[24] HUANG, M.-H. & RUST, R. T. 2021. A strategic framework
for artificial intelligence in marketing. Journal of the Academy of
Marketing Science, 49, 30-50.
[25] JAREK, K. & MAZUREK, G. 2019. MARKETING AND
ARTIFICIAL INTELLIGENCE. Central European Business Review, 8.
[26] JORDAN, M. I. & MITCHELL, T. M. 2015. Machine learning:
Trends, perspectives, and prospects. Science, 349, 255-260.
[27] LINE, N. D., DOGRU, T., EL-MANSTRLY, D., BUOYE, A.,
MALTHOUSE, E. & KANDAMPULLY, J. 2020. Control, use and
ownership of big data: A reciprocal view of customer big data value in the
hospitality and tourism industry. Tourism Management, 80, 104106.
[28] MAXWELL, A. L., JEFFREY, S. A. & LÉVESQUE, M. 2011.
Business angel early stage decision making. Journal of Business Venturing,
26, 212-225.
[29] MISRA, K., SCHWARTZ, E. M. & ABERNETHY, J. 2019. direction. International Journal of Information Management Data Insights,
Dynamic online pricing with incomplete information using multiarmed 100002.
bandit experiments. Marketing Science, 38, 226-252. [47] YONG-HAK, J. 2013. Web of science. Thomson Reuters.
[30] MONCRIEF, W. C. 2017. Are sales as we know it dying… or
merely transforming? Journal of Personal Selling & Sales Management, 37,
271-279.
[31] MUSTAK, M., SALMINEN, J., PLÉ, L. & WIRTZ, J. 2021.
Artificial intelligence in marketing: Topic modeling, scientometric analysis,
and research agenda. Journal of Business Research, 124, 389-404.
[32] NAZIM SHA, S. & RAJESWARI, M. Creating a Brand Value
and Consumer Satisfaction in E-Commerce Business Using Artificial
Intelligence with the Help of Vosag Technology.
[33] NETZER, O., LEMAIRE, A. & HERZENSTEIN, M. 2019.
When words sweat: Identifying signals for loan default in the text of loan
applications. Journal of Marketing Research, 56, 960-980.
[34] PITT, C. S., BAL, A. S. & PLANGGER, K. 2020. New
approaches to psychographic consumer segmentation: Exploring fine art
collectors using artificial intelligence, automated text analysis and
correspondence analysis. European Journal of Marketing.
[35] RAMOS‐RODRÍGUEZ, A. R. & RUÍZ‐NAVARRO, J. 2004.
Changes in the intellectual structure of strategic management research: A
bibliometric study of the Strategic Management Journal, 1980–2000.
Strategic management journal, 25, 981-1004.
[36] RUSSELL, S. & NORVIG, P. 2002. Artificial intelligence: a
modern approach.
[37] RUSSELL, S. J. & NORVIG, P. 2016. Artificial intelligence: a
modern approach. Malaysia. Pearson Education Limited London, UK:.
[38] RUST, R. T. 2020. The future of marketing. International
Journal of Research in Marketing, 37, 15-26.
[39] SCHIESSL, D., DIAS, H. B. A. & KORELO, J. C. 2021.
Artificial intelligence in marketing: a network analysis and future agenda.
Journal of Marketing Analytics, 1-12.
[40] SERANMADEVI, R. & KUMAR, A. 2019. Experiencing the
AI emergence in Indian retail–Early adopters approach. Management
Science Letters, 9, 33-42.
[41] SHULTERBRAUCKS, L. 2017. A short history of Aritificial
Intelligence, December 2017.
[42] SIMESTER, D., TIMOSHENKO, A. & ZOUMPOULIS, S. I.
2020. Targeting prospective customers: Robustness of machine-learning
methods to typical data challenges. Management Science, 66, 2495-2522.
[43] STATISTA. 2019. Mobile internet -Statistics & facts [Online].
Available: https://www.statista.com/topics/779/mobile-internet/
[Accessed].
[44] STATS, I. L. 2021. Internet Live Stats [Online]. Available:
https://www.internetlivestats.com/google-search-statistics/ [Accessed].
[45] VALLS, A., GIBERT, K., ORELLANA, A. & ANTÓN-
CLAVÉ, S. 2018. Using ontology-based clustering to understand the push
and pull factors for British tourists visiting a Mediterranean coastal
destination. Information & Management, 55, 145-159.
[46] VERMA, S., SHARMA, R., DEB, S. & MAITRA, D. 2021.
Artificial intelligence in marketing: Systematic review and future research

View publication stats