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Artificial Intelligence (AI) Impact on Digital Marketing Research

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Dimitris C. Gkikas

    (University of Patras)

  • Prokopis K. Theodoridis

    (University of Patras)

Abstract

This paper maps and describes the current and potential relationship between two different scientific branches of marketing science and computer science. It examines the interaction of digital marketing and artificial intelligence (AI) in academia, proposing, at the same time a machine learning model that could fit in several aspects of digital marketing scientific area. There are numerous scientific publications regarding artificial intelligence (AI) across the disciplines. However, referring to digital marketing aspects, this number remains small. Scientific research on artificial intelligence (AI) could benefit marketing science in numerous ways. Nowadays, only a small amount of scientific research referring to digital marketing and artificial intelligence (AI) is related to specific digital marketing methods. Most of the scientific research examines generic aspects such as e-business, consumer behavior, e-commerce strategies, social media advertisement, search engines and consumer predictive modeling avoid being more related to specific marketing issues in which business world is more aware of, like consumer behavior on social media, targeted advertisements, social media marketing, conversion optimization, predictive models in online purchases, chatbots etc. Despite the vast research area and a certain number of publications, it seems that there is a lack of scientific publications regarding specifically digital marketing and artificial intelligence (AI). Never the less, there are some very extensive research attempts on specific digital marketing matters and artificial intelligence (AI) that are promising. This paper through the mapping of the current state of artificial intelligence (AI) applications on digital marketing scientific area, highlights the corner stone publications, comes up with areas of absence or lack of its presence, mentioning at the same possible reasons why that occurs and provides a machine learning model that could fit in several digital marketing occasions.

Suggested Citation

  • Dimitris C. Gkikas & Prokopis K. Theodoridis, 2019. "Artificial Intelligence (AI) Impact on Digital Marketing Research," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1251-1259, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_143
    DOI: 10.1007/978-3-030-12453-3_143
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