{"id":"https://openalex.org/W7204940249","doi":"https://doi.org/10.3390/su18178925","title":"AI-Enabled Sustainable Digital Marketing Systems: A Stimulus\u2013Organism\u2013Response Framework of Customer Engagement and Institutional Sustainability Capabilities","display_name":"AI-Enabled Sustainable Digital Marketing Systems: A Stimulus\u2013Organism\u2013Response Framework of Customer Engagement and Institutional Sustainability Capabilities","publication_year":2026,"publication_date":"2026-08-31","ids":{"openalex":"https://openalex.org/W7204940249","doi":"https://doi.org/10.3390/su18178925"},"language":"en","primary_location":{"id":"doi:10.3390/su18178925","doi":"https://doi.org/10.3390/su18178925","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su18178925","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.3390/su18178925","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5148884207","display_name":"Somto Obinna Obi-Okoye","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I73621328","display_name":"Girne American University","ror":"https://ror.org/026b8w395","country_code":"CY","type":"education","lineage":["https://openalex.org/I73621328"]}],"countries":["CY"],"is_corresponding":true,"raw_author_name":"Somto Obinna Obi-Okoye","raw_affiliation_strings":["Marketing Department, Girne American University, 99320 Karaman, Cyprus"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Marketing Department, Girne American University, 99320 Karaman, Cyprus","institution_ids":["https://openalex.org/I73621328"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5141011889","display_name":"Reema Nofal","orcid":"https://orcid.org/0009-0004-4816-2313","observed_orcids":["https://orcid.org/0009-0004-4816-2313"]},"institutions":[{"id":"https://openalex.org/I73621328","display_name":"Girne American University","ror":"https://ror.org/026b8w395","country_code":"CY","type":"education","lineage":["https://openalex.org/I73621328"]}],"countries":["CY"],"is_corresponding":true,"raw_author_name":"Reema Nofal","raw_affiliation_strings":["Marketing Department, Girne American University, 99320 Karaman, Cyprus"],"raw_orcid":"https://orcid.org/0009-0004-4816-2313","affiliations":[{"raw_affiliation_string":"Marketing Department, Girne American University, 99320 Karaman, Cyprus","institution_ids":["https://openalex.org/I73621328"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5141011889","https://openalex.org/A5148884207"],"corresponding_institution_ids":["https://openalex.org/I73621328"],"apc_list":{"value":2400,"currency":"CHF","value_usd":2896},"apc_paid":{"value":2400,"currency":"CHF","value_usd":2896},"fwci":4.0039,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.88702696,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":"18","issue":"17","first_page":"8925","last_page":"8925"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.6190999746322632,"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":0.6190999746322632,"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":0.25760000944137573,"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/T10880","display_name":"Environmental Sustainability in Business","score":0.04899999871850014,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/artificial-intelligence-in-marketing","display_name":"artificial intelligence in marketing","score":0.8930000066757202},{"id":"https://openalex.org/keywords/stimulus-organism-response-model","display_name":"stimulus-organism-response model","score":0.9200000166893005},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9860000014305115},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.9229999780654907},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.9810000061988831},{"id":"https://openalex.org/keywords/regulatory-environment","display_name":"regulatory environment","score":0.9919999837875366},{"id":"https://openalex.org/keywords/responsible-ai","display_name":"responsible AI","score":0.9300000071525574},{"id":"https://openalex.org/keywords/customer-value-creation","display_name":"customer value creation","score":0.6859999895095825}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6452000141143799},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5817999839782715},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.5360000133514404},{"id":"https://openalex.org/C31367271","wikidata":"https://www.wikidata.org/wiki/Q5196444","display_name":"Customer advocacy","level":4,"score":0.492000013589859},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.4733000099658966},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.42640000581741333},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.41440001130104065},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.41370001435279846},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.40310001373291016},{"id":"https://openalex.org/C57660159","wikidata":"https://www.wikidata.org/wiki/Q5196460","display_name":"Customer intelligence","level":5,"score":0.3971000015735626},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.3935000002384186},{"id":"https://openalex.org/C43595421","wikidata":"https://www.wikidata.org/wiki/Q7939596","display_name":"Voice of the customer","level":5,"score":0.3815999925136566},{"id":"https://openalex.org/C101276457","wikidata":"https://www.wikidata.org/wiki/Q5196474","display_name":"Customer retention","level":4,"score":0.35929998755455017},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.3499999940395355},{"id":"https://openalex.org/C63207073","wikidata":"https://www.wikidata.org/wiki/Q1076010","display_name":"Customer to customer","level":5,"score":0.3343999981880188},{"id":"https://openalex.org/C2777483948","wikidata":"https://www.wikidata.org/wiki/Q7649626","display_name":"Sustainable Value","level":3,"score":0.3303000032901764},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.3147999942302704},{"id":"https://openalex.org/C105339364","wikidata":"https://www.wikidata.org/wiki/Q2297740","display_name":"Software deployment","level":2,"score":0.3070000112056732},{"id":"https://openalex.org/C552854447","wikidata":"https://www.wikidata.org/wiki/Q131201","display_name":"Sustainable development","level":2,"score":0.29260000586509705},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.26109999418258667},{"id":"https://openalex.org/C2776667712","wikidata":"https://www.wikidata.org/wiki/Q5172498","display_name":"Corporate sustainability","level":3,"score":0.2533999979496002},{"id":"https://openalex.org/C191511416","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"Customer satisfaction","level":2,"score":0.25209999084472656}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.3390/su18178925","doi":"https://doi.org/10.3390/su18178925","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su18178925","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.3390/su18178925","doi":"https://doi.org/10.3390/su18178925","is_oa":true,"landing_page_url":"https://doi.org/10.3390/su18178925","pdf_url":null,"source":{"id":"https://openalex.org/S10134376","display_name":"Sustainability","issn_l":"2071-1050","issn":["2071-1050"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainability","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":78,"referenced_works":["https://openalex.org/W919187098","https://openalex.org/W1510070215","https://openalex.org/W1546777109","https://openalex.org/W1570666886","https://openalex.org/W1708393801","https://openalex.org/W1791587663","https://openalex.org/W1870146437","https://openalex.org/W1965574139","https://openalex.org/W1966842282","https://openalex.org/W1971440513","https://openalex.org/W1983364918","https://openalex.org/W1988050849","https://openalex.org/W1991015565","https://openalex.org/W2014699457","https://openalex.org/W2017328286","https://openalex.org/W2019078893","https://openalex.org/W2023071763","https://openalex.org/W2059702009","https://openalex.org/W2061289966","https://openalex.org/W2069206189","https://openalex.org/W2069688249","https://openalex.org/W2070504166","https://openalex.org/W2073279551","https://openalex.org/W2074161260","https://openalex.org/W2081293172","https://openalex.org/W2084235337","https://openalex.org/W2093505263","https://openalex.org/W2100379340","https://openalex.org/W2115217290","https://openalex.org/W2115379661","https://openalex.org/W2126840412","https://openalex.org/W2132652356","https://openalex.org/W2148060162","https://openalex.org/W2153674408","https://openalex.org/W2154384880","https://openalex.org/W2160449301","https://openalex.org/W2162739331","https://openalex.org/W2169667133","https://openalex.org/W2169855821","https://openalex.org/W2396526128","https://openalex.org/W2416572746","https://openalex.org/W2422895071","https://openalex.org/W2520903847","https://openalex.org/W2577403197","https://openalex.org/W2588309384","https://openalex.org/W2595551100","https://openalex.org/W2738241474","https://openalex.org/W2890839159","https://openalex.org/W2899383251","https://openalex.org/W2912633426","https://openalex.org/W2912800036","https://openalex.org/W2914188784","https://openalex.org/W2942858056","https://openalex.org/W2953522645","https://openalex.org/W2953773016","https://openalex.org/W2971246084","https://openalex.org/W2972982607","https://openalex.org/W2978346165","https://openalex.org/W2979906316","https://openalex.org/W3001124561","https://openalex.org/W3008828973","https://openalex.org/W3033876973","https://openalex.org/W3035940107","https://openalex.org/W3080569595","https://openalex.org/W3081261125","https://openalex.org/W3082622239","https://openalex.org/W3094793347","https://openalex.org/W3118628042","https://openalex.org/W3124635164","https://openalex.org/W3124825729","https://openalex.org/W3135335171","https://openalex.org/W3210383951","https://openalex.org/W4229632424","https://openalex.org/W4319163760","https://openalex.org/W4324357492","https://openalex.org/W4389429332","https://openalex.org/W4394868753","https://openalex.org/W4399605544"],"related_works":["https://openalex.org/W7115677971","https://openalex.org/W4404927946","https://openalex.org/W7168150891","https://openalex.org/W7138875195","https://openalex.org/W7202069039","https://openalex.org/W4412540253","https://openalex.org/W7160242550","https://openalex.org/W4411983780","https://openalex.org/W7154489109","https://openalex.org/W4411373793"],"abstract_inverted_index":{"Artificial":[0],"intelligence":[1],"(AI)":[2],"has":[3],"transformed":[4],"digital":[5,46,79,89,164,171,216],"marketing":[6,35,47,80,90,165,172,254],"in":[7,61],"so":[8],"many":[9],"ways":[10],"because":[11,26],"it":[12,27,114],"enables":[13],"intelligent,":[14],"personalized,":[15],"and":[16,50,67,97,107,118,129,139,176,182,189,207,230,240,251],"data-driven":[17],"customer":[18,93,95,99,105,179,237],"experiences.":[19],"Nonetheless,":[20],"current":[21],"research":[22,137,223],"remains":[23],"fragmented,":[24],"mostly":[25],"emphasizes":[28],"the":[29,39,51,62,83,119,146,200],"direct":[30],"effect":[31],"of":[32,214],"AI":[33,43,131,144,222,228],"on":[34],"performance":[36,91,173],"while":[37],"overlooking":[38],"instruments":[40],"through":[41,92,178],"which":[42],"influences":[44,87],"sustainable":[45,78,88,98,104,163,170,215,241,252],"systems":[48,81,166],"(SDMSs)":[49],"institutional":[52,108,123,186,208,231],"conditions":[53],"necessary":[54],"for":[55,248],"its":[56],"proper":[57],"usage.":[58],"To":[59],"fill":[60],"gaps,":[63],"this":[64],"study":[65,198],"develops":[66],"empirically":[68],"tests":[69],"an":[70],"integrated":[71],"Stimulus\u2013Organism\u2013Response":[72],"(S\u2013O\u2013R)":[73],"framework":[74,202],"that":[75,86,126,161],"conceptualizes":[76],"AI-enabled":[77,162,253],"as":[82,111,122],"technological":[84],"stimulus":[85],"satisfaction,":[94,180],"engagement,":[96,181],"outcomes.":[100],"The":[101,158,197],"model":[102,147,213],"incorporates":[103],"outcomes":[106],"sustainability":[109,124,187,232],"capability":[110],"contextual":[112],"constraints;":[113],"includes":[115],"firm":[116],"readiness":[117],"regulatory":[120,191],"environment":[121],"capabilities":[125,233],"enable":[127],"ethical":[128,250],"accountable":[130],"integration.":[132],"Using":[133],"a":[134,211],"quantitative,":[135],"cross-sectional":[136],"design":[138],"survey":[140],"data":[141],"from":[142],"720":[143],"users,":[145],"is":[148],"analyzed":[149],"using":[150],"Partial":[151],"Least":[152],"Squares":[153],"Structural":[154],"Equation":[155],"Modeling":[156],"(PLS-SEM).":[157],"findings":[159],"show":[160],"can":[167],"tremendously":[168],"improve":[169],"both":[174,234],"directly":[175],"indirectly":[177],"loyalty.":[183],"Strategic":[184],"integration,":[185],"capabilities,":[188],"supportive":[190],"environments":[192],"further":[193],"strengthen":[194],"these":[195],"relationships.":[196],"strengthens":[199],"S\u2013O\u2013R":[201],"by":[203,224],"including":[204],"technological,":[205],"psychological,":[206],"mechanisms":[209],"into":[210],"unified":[212],"marketing.":[217],"It":[218],"also":[219],"accelerates":[220],"responsible":[221],"establishing":[225],"how":[226],"customer-centered":[227],"deployment":[229],"promote":[235],"long-term":[236],"value":[238],"creation":[239],"organizational":[242],"performance.":[243],"This":[244],"provides":[245],"practical":[246],"guidance":[247],"developing":[249],"strategies.":[255]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2026-09-02T00:00:00"}
