PU6:

The present study conducted a systematic literature review to investigate the state of research on
personalized recommendations provided by AR applications in brick-and-mortar stores. The review
identified a gap in the literature regarding the impact of personalized recommendations on shopping
experience, and the authors propose the use of a smartphone-based ARSAA as a promising tool to
provide personalized recommendations in physical stores. This approach is based on previous research
on deploying recommender systems in physical stores and has the potential to enhance the shopping
experience of brick-and-mortar store customers.

Vom Brocke (2009), “Reconstructing the giant: on the importance of rigour in documenting the literature
search PROCESS”, ECIS 2009 Proceedings, Vol. 161. Lavoye, V., Mero, J. and Tarkiainen, A. (2021),
“Consumer behavior with augmented reality in retail: a review and research agenda”, The International
Review of Retail, Distribution and Consumer Research, Vol. 31 No. 3, pp. 299-329

PU7:

The study highlights the importance of AI in analyzing large volumes of customer data for effective
decision-making in business organizations. The integration of AI with CRM systems can improve the
accuracy and speed of data analysis, leading to better customer satisfaction and organizational
performance. The review also emphasizes the role of employees' intention to adopt AI-integrated CRM
systems, which can be influenced by factors such as perceived usefulness and ease of use.

Schultz, D., Malthouse, E.C. and Pick, D. (2012), “From CM to CRM to CN2: a research agenda for the
marketing communications transition”, Advances in Advertising Research, Vol. 3, pp. 421-432. Wen,
K.W. and Chen, Y. (2010),“E-business value creation in small and medium enterprises: a US study using
the TOE framework”, International Journal of Electronic Business, Vol. 8 No. 1, pp. 80-100. Wen, K.W.
and Chen, Y. (2010),“E-business value creation in small and medium enterprises: a US study using the
TOE framework”, International Journal of Electronic Business, Vol. 8 No. 1, pp. 80-100.

PU8:

An AI virtual assistant is a software that can understand natural language voice commands and perform
tasks or provide services for the user. It differs from previous text-based virtual assistants as it utilizes AI
algorithm functions such as automatic speech recognition (ASR) and natural language understanding
(NLU) technology. Popular examples of AI virtual assistants include Apple's Siri, Amazon's Alexa,
Google's Google Assistant, Microsoft's Cortana, and Samsung's Bixby, which are integrated into various
smart devices and can execute tasks or requests through voice commands. The study describes the basic
operating principles of AI virtual assistants, which involve a user waking up the software with a wake-
word, the software recording the user's voice command and sending it to a specialized Internet server
for processing, and the server supplying appropriate information to the assistant to complete the
requested tasks. The range of tasks that AI virtual assistants can perform is expanding rapidly, with
Amazon's Alexa Skills Kit allowing developers to create various voice-driven capabilities. While research
on AI virtual assistants has focused on various topics, such as users' privacy concerns and suitability for
certain user groups, there is a dearth of research investigating AI adoption, with recent studies showing
that perceived usefulness and perceived enjoyment have significant effects on usage intentions.
Hoy, M. B. (2018). Alexa, Siri, Cortana, and more: An introduction to voice assistants. Medical reference
services quarterly, 37(1), 81-88. Yang, H., & Lee, H. (2018). Understanding user behavior of virtual
personal assistant devices. Information Systems and e-Business Management, 1-23.

PU9:

The literature explains programmatic advertising is a technology-driven approach to buying and selling
digital advertising that automates the process of ad placement and optimization. Real-time bidding
(RTB) is a type of programmatic advertising that uses big data analysis to identify the characteristics and
interests of the target audience in real time, allowing for programmatic auction-based ad placement.
This has led to a shift in digital advertising from traditional media buying to target audience buying,
which is expected to become the standard model for online advertising in the future.

Aslam, B. and Karjaluoto, H. (2017), “Digital advertising around paid spaces, E-advertising industry’s
revenue engine: a review and research agenda”, Telematics and Informatics, Vol. 34 No. 8, pp. 1650-
1662. Yuan, Y., Wang, F., Li, J. and Qin, R. (2014), “A survey on real time bidding advertising”,
Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics,
IEEE, Qingdao, pp. 418-423.

PU10:

The online decision-making process is more flexible than traditional decision-making due to the
influence of Internet AI technological apparatuses. This technology enhances the online customer's
experience by providing assistance in collecting information, evaluating alternatives, and modifying
purchase habits. Online customers are more empowered to consider adding, skipping, or reordering
steps in their decision-making process, making online purchase decision-making a self-motivated and
adaptable avenue.

Gupta, A., Su, B., & Walter, Z. (2004). An empirical study of consumer switching from traditional to
electronic channels: A purchasedecision process perspective. International Journal of Electronic
Commerce, 8, 131–161. Butler, P., & Peppard, J. (1998). Consumer purchasing on the Internet: Processes
and prospects. European Management Journal, 16, 600–610. Court, D., Elzinga, D., Mulder, S., & Vetvik,
O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 96–10

PU11:

The research contributes to the literature on older consumers' experiences with social networking sites
(SNSs) by exploring how SNS usage by aging consumers interrelates with social well-being, using a
transformative service research (TSR) perspective. The study focuses on social well-being, a welfare-
based construct that is currently underused in services marketing, especially within the context of SNS
use by older consumers. The research also contributes to the literature on aging consumers by using the
theory of selective optimization with compensation (SOC) as a theoretical lens to explain how individuals
respond to the challenges of aging by altering their life goals and aspirations within the context of SNS
consumption. It also talks about how most studies on social media are based on younger people, and
don't take into account how older people use it differently. The authors use a theory called SOC to
explain how older people change their goals and aspirations as they age, and how this affects their use
of social media. This theory has been used in other areas to explain how people interact with each
other.
Baltes, Paul B. and Margret M. Baltes (1990), “Psychological Perspectives on Successful Aging: The
Model of Selective Optimization with Compensation,” in Successful Aging: Perspectives from the
Behavioral Sciences, Paul B. Baltes and Margret M. Baltes, eds. Cambridge University Press, 1–34.
Altinay, Levent, Haiyan Song, Melih Madanoglu, and Xuan Lorna Wang (2019), “The Influence of
Customer-to-Customer Interactions on Elderly Consumers’ Satisfaction and Social Well-Being.

FINAL (140 words):

This literature review addresses the research gap on personalized recommendations provided by AR
applications in physical stores. The study suggests smartphone-based ARSAA as a potential solution,
emphasizing the integration of AI with CRM systems for effective data analysis and improved decision-
making. Factors influencing employees' intention to adopt AI-integrated CRM systems, such as perceived
usefulness and ease of use, are highlighted. AI virtual assistants, like Siri and Alexa, utilize ASR and NLU
technology to perform tasks based on voice commands. Programmatic advertising automates ad
placement and optimization, with real-time bidding enabling targeted ad placement. AI technology
enhances the online shopping experience by facilitating information gathering and decision-making.
Additionally, the review explores older consumers' experiences with SNSs, focusing on the relationship
between SNS usage, social well-being, and SOC theory. This review provides insights into the current
state of research and identifies avenues for future investigation.