{"id":"https://openalex.org/W4403760795","doi":"https://doi.org/10.4018/979-8-3693-5668-5.ch008","title":"Utilization of Artificial Intelligence in the Digital Marketing Industry","display_name":"Utilization of Artificial Intelligence in the Digital Marketing Industry","publication_year":2024,"publication_date":"2024-10-25","ids":{"openalex":"https://openalex.org/W4403760795","doi":"https://doi.org/10.4018/979-8-3693-5668-5.ch008"},"language":"en","primary_location":{"id":"doi:10.4018/979-8-3693-5668-5.ch008","doi":"https://doi.org/10.4018/979-8-3693-5668-5.ch008","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-5668-5.ch008","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4403760134","display_name":"Managing Customer-Centric Strategies in the Digital Landscape"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5102917280","display_name":"Minh Tung Tran","orcid":"https://orcid.org/0000-0002-4238-882X","observed_orcids":["https://orcid.org/0000-0002-4238-882X"]},"institutions":[{"id":"https://openalex.org/I109689652","display_name":"FPT University","ror":"https://ror.org/03esj4g97","country_code":"VN","type":"education","lineage":["https://openalex.org/I109689652"]}],"countries":["VN"],"is_corresponding":false,"raw_author_name":"Minh Tung Tran","raw_affiliation_strings":["FPT University, Vietnam"],"raw_orcid":"https://orcid.org/0000-0002-4238-882X","affiliations":[{"raw_affiliation_string":"FPT University, Vietnam","institution_ids":["https://openalex.org/I109689652"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5049592048","display_name":"Ree Chan Ho","orcid":"https://orcid.org/0000-0002-5967-1007","observed_orcids":["https://orcid.org/0000-0002-5967-1007"]},"institutions":[{"id":"https://openalex.org/I4210143550","display_name":"Taylor's University","ror":"https://ror.org/0498pcx51","country_code":"MY","type":"education","lineage":["https://openalex.org/I4210143550"]}],"countries":["MY"],"is_corresponding":false,"raw_author_name":"Ree Chan Ho","raw_affiliation_strings":["Taylor's University, Malaysia"],"raw_orcid":"https://orcid.org/0000-0002-5967-1007","affiliations":[{"raw_affiliation_string":"Taylor's University, Malaysia","institution_ids":["https://openalex.org/I4210143550"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.9356,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.90247531,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"195","last_page":"222"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.5390999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.5390999913215637,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.41670000553131104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13904","display_name":"Artificial Intelligence Applications","score":0.015699999406933784,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"artificial intelligence","score":0.9480000138282776},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":1.0},{"id":"https://openalex.org/keywords/personalized-advertising","display_name":"personalized advertising","score":0.8500000238418579},{"id":"https://openalex.org/keywords/chatbots","display_name":"chatbots","score":0.890999972820282},{"id":"https://openalex.org/keywords/dynamic-content","display_name":"dynamic content","score":0.9599999785423279},{"id":"https://openalex.org/keywords/marketing-automation","display_name":"marketing automation","score":0.9039999842643738},{"id":"https://openalex.org/keywords/data-driven-decision-making","display_name":"data-driven decision making","score":0.9049999713897705},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9950000047683716},{"id":"https://openalex.org/keywords/ai-ethics","display_name":"AI ethics","score":0.8960000276565552},{"id":"https://openalex.org/keywords/algorithmic-bias","display_name":"algorithmic bias","score":0.9959999918937683},{"id":"https://openalex.org/keywords/job-displacement","display_name":"job displacement","score":0.9990000128746033}],"concepts":[{"id":"https://openalex.org/C70587473","wikidata":"https://www.wikidata.org/wiki/Q7834111","display_name":"Transformative learning","level":2,"score":0.7046128511428833},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6045511960983276},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.5997408628463745},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.550378680229187},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5263774991035461},{"id":"https://openalex.org/C46686674","wikidata":"https://www.wikidata.org/wiki/Q466303","display_name":"Boosting (machine learning)","level":2,"score":0.4855451285839081},{"id":"https://openalex.org/C115901376","wikidata":"https://www.wikidata.org/wiki/Q184199","display_name":"Automation","level":2,"score":0.44072240591049194},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.4294910728931427},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.41287827491760254},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.39376765489578247},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.3786899745464325},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3683921694755554},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.24543914198875427},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.1199084222316742},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.11377358436584473},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.10134536027908325},{"id":"https://openalex.org/C19417346","wikidata":"https://www.wikidata.org/wiki/Q7922","display_name":"Pedagogy","level":1,"score":0.0},{"id":"https://openalex.org/C78519656","wikidata":"https://www.wikidata.org/wiki/Q101333","display_name":"Mechanical engineering","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/979-8-3693-5668-5.ch008","doi":"https://doi.org/10.4018/979-8-3693-5668-5.ch008","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-5668-5.ch008","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":42,"referenced_works":["https://openalex.org/W2422895071","https://openalex.org/W2962804270","https://openalex.org/W2966267887","https://openalex.org/W3041257994","https://openalex.org/W3099273321","https://openalex.org/W3133185045","https://openalex.org/W3154914545","https://openalex.org/W3178528592","https://openalex.org/W3201784463","https://openalex.org/W3214567845","https://openalex.org/W4200045082","https://openalex.org/W4211090457","https://openalex.org/W4213353555","https://openalex.org/W4226345293","https://openalex.org/W4280622019","https://openalex.org/W4281712702","https://openalex.org/W4285153227","https://openalex.org/W4286499726","https://openalex.org/W4294647307","https://openalex.org/W4296443822","https://openalex.org/W4297238062","https://openalex.org/W4300260935","https://openalex.org/W4306898320","https://openalex.org/W4308343533","https://openalex.org/W4323256981","https://openalex.org/W4323543254","https://openalex.org/W4362613921","https://openalex.org/W4376609317","https://openalex.org/W4383738655","https://openalex.org/W4385074164","https://openalex.org/W4385950800","https://openalex.org/W4386755893","https://openalex.org/W4386958277","https://openalex.org/W4387662627","https://openalex.org/W4388293606","https://openalex.org/W4388461244","https://openalex.org/W4389086445","https://openalex.org/W4391312783","https://openalex.org/W4391656689","https://openalex.org/W4391831274","https://openalex.org/W4393153014","https://openalex.org/W4393204567"],"related_works":["https://openalex.org/W4408800708","https://openalex.org/W4410999931","https://openalex.org/W6949461764","https://openalex.org/W4404198816","https://openalex.org/W4401590671","https://openalex.org/W7171690287","https://openalex.org/W7160023427","https://openalex.org/W7220391278","https://openalex.org/W6912232523","https://openalex.org/W7160154242"],"abstract_inverted_index":{"This":[0],"study":[1,77],"explores":[2],"the":[3,52,71,111],"impact":[4],"of":[5,45,99],"artificial":[6],"intelligence":[7],"(AI)":[8],"on":[9,83,102],"digital":[10,48,91,103],"marketing":[11,49,92],"processes":[12],"and":[13,27,34,37,57,70,110],"outcomes.":[14],"The":[15,43,76],"research":[16],"demonstrates":[17],"that":[18],"AI":[19,46,88],"plays":[20],"a":[21,96],"vital":[22],"role":[23],"in":[24,47,89],"tailoring":[25],"ads":[26],"experiences,":[28],"improving":[29],"customer":[30,58],"engagement":[31],"through":[32],"chatbots":[33],"dynamic":[35],"content,":[36],"utilizing":[38],"automation":[39],"for":[40,73,81],"data-driven":[41],"decision-making.":[42],"integration":[44],"is":[50,62],"revolutionizing":[51],"industry,":[53],"boosting":[54],"efficiency,":[55],"productivity,":[56],"interaction.":[59],"Nevertheless,":[60],"it":[61,113],"crucial":[63],"to":[64,85],"consider":[65],"ethical":[66],"considerations,":[67],"potential":[68,72,109],"biases,":[69],"job":[74],"displacement.":[75],"provides":[78],"practical":[79],"guidance":[80],"marketers":[82],"how":[84],"effectively":[86],"leverage":[87],"their":[90],"campaigns.":[93],"It":[94],"offers":[95],"comprehensive":[97],"analysis":[98],"AI's":[100],"influence":[101],"marketing,":[104],"highlighting":[105],"both":[106],"its":[107],"transformative":[108],"challenges":[112],"presents.":[114]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2024-10-26T00:00:00"}