{"id":"https://openalex.org/W4400418528","doi":"https://doi.org/10.3390/computers13070168","title":"Transforming Digital Marketing with Generative AI","display_name":"Transforming Digital Marketing with Generative AI","publication_year":2024,"publication_date":"2024-07-08","ids":{"openalex":"https://openalex.org/W4400418528","doi":"https://doi.org/10.3390/computers13070168"},"language":"en","primary_location":{"id":"doi:10.3390/computers13070168","is_oa":true,"landing_page_url":"https://doi.org/10.3390/computers13070168","pdf_url":"https://www.mdpi.com/2073-431X/13/7/168/pdf?version=1720425547","source":{"id":"https://openalex.org/S4210228075","display_name":"Computers","issn_l":"2073-431X","issn":["2073-431X"],"is_oa":true,"is_in_doaj":true,"is_core":true,"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":"Computers","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2073-431X/13/7/168/pdf?version=1720425547","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5066727909","display_name":"Tasin Islam","orcid":"https://orcid.org/0000-0001-7568-9322"},"institutions":[{"id":"https://openalex.org/I59433898","display_name":"Brunel University of London","ror":"https://ror.org/00dn4t376","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I59433898"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Tasin Islam","raw_affiliation_strings":["Department of Computer Science, Brunel University London, London UB8 3PH, UK"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Brunel University London, London UB8 3PH, UK","institution_ids":["https://openalex.org/I59433898"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5073772227","display_name":"Alina Miron","orcid":"https://orcid.org/0000-0002-0068-4495"},"institutions":[{"id":"https://openalex.org/I59433898","display_name":"Brunel University of London","ror":"https://ror.org/00dn4t376","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I59433898"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Alina Miron","raw_affiliation_strings":["Department of Computer Science, Brunel University London, London UB8 3PH, UK"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Brunel University London, London UB8 3PH, UK","institution_ids":["https://openalex.org/I59433898"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5017695914","display_name":"Monomita Nandy","orcid":"https://orcid.org/0000-0001-8191-2412"},"institutions":[{"id":"https://openalex.org/I59433898","display_name":"Brunel University of London","ror":"https://ror.org/00dn4t376","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I59433898"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Monomita Nandy","raw_affiliation_strings":["Brunel Business School, Brunel University London, London UB8 3PH, UK"],"affiliations":[{"raw_affiliation_string":"Brunel Business School, Brunel University London, London UB8 3PH, UK","institution_ids":["https://openalex.org/I59433898"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5036261076","display_name":"Jyoti Choudrie","orcid":"https://orcid.org/0000-0001-9349-7690"},"institutions":[{"id":"https://openalex.org/I141584323","display_name":"University of Hertfordshire","ror":"https://ror.org/0267vjk41","country_code":"GB","type":"education","lineage":["https://openalex.org/I141584323"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Jyoti Choudrie","raw_affiliation_strings":["Hertfordshire Business School, University of Hertfordshire, Hatfield AL10 9AB, UK"],"affiliations":[{"raw_affiliation_string":"Hertfordshire Business School, University of Hertfordshire, Hatfield AL10 9AB, UK","institution_ids":["https://openalex.org/I141584323"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100375376","display_name":"Xiaohui Liu","orcid":"https://orcid.org/0000-0003-1589-1267"},"institutions":[{"id":"https://openalex.org/I59433898","display_name":"Brunel University of London","ror":"https://ror.org/00dn4t376","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I59433898"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Xiaohui Liu","raw_affiliation_strings":["Department of Computer Science, Brunel University London, London UB8 3PH, UK"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Brunel University London, London UB8 3PH, UK","institution_ids":["https://openalex.org/I59433898"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5005447276","display_name":"Yongmin Li","orcid":"https://orcid.org/0000-0003-1668-2440"},"institutions":[{"id":"https://openalex.org/I59433898","display_name":"Brunel University of London","ror":"https://ror.org/00dn4t376","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I59433898"]}],"countries":["GB"],"is_corresponding":true,"raw_author_name":"Yongmin Li","raw_affiliation_strings":["Department of Computer Science, Brunel University London, London UB8 3PH, UK"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, Brunel University London, London UB8 3PH, UK","institution_ids":["https://openalex.org/I59433898"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":6,"corresponding_author_ids":["https://openalex.org/A5005447276"],"corresponding_institution_ids":["https://openalex.org/I59433898"],"apc_list":{"value":1600,"currency":"CHF","value_usd":1732},"apc_paid":{"value":1600,"currency":"CHF","value_usd":1732},"fwci":14.7713,"has_fulltext":true,"cited_by_count":44,"citation_normalized_percentile":{"value":0.99487632,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":100},"biblio":{"volume":"13","issue":"7","first_page":"168","last_page":"168"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12650","display_name":"Aesthetic Perception and Analysis","score":0.9628999829292297,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},"topics":[{"id":"https://openalex.org/T12650","display_name":"Aesthetic Perception and Analysis","score":0.9628999829292297,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},{"id":"https://openalex.org/T10648","display_name":"Virtual Reality Applications and Impacts","score":0.9574999809265137,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10775","display_name":"Generative Adversarial Networks and Image Synthesis","score":0.9520000219345093,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"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/computer-science","display_name":"Computer science","score":0.6058557629585266},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.598352313041687},{"id":"https://openalex.org/keywords/generative-grammar","display_name":"Generative grammar","score":0.5236011743545532},{"id":"https://openalex.org/keywords/generative-model","display_name":"Generative model","score":0.4146282374858856},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.3813023567199707},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.34971100091934204},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.34028881788253784},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1892566680908203},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.16837888956069946}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6058557629585266},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.598352313041687},{"id":"https://openalex.org/C39890363","wikidata":"https://www.wikidata.org/wiki/Q36108","display_name":"Generative grammar","level":2,"score":0.5236011743545532},{"id":"https://openalex.org/C167966045","wikidata":"https://www.wikidata.org/wiki/Q5532625","display_name":"Generative model","level":3,"score":0.4146282374858856},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.3813023567199707},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.34971100091934204},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.34028881788253784},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1892566680908203},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.16837888956069946}],"mesh":[],"locations_count":4,"locations":[{"id":"doi:10.3390/computers13070168","is_oa":true,"landing_page_url":"https://doi.org/10.3390/computers13070168","pdf_url":"https://www.mdpi.com/2073-431X/13/7/168/pdf?version=1720425547","source":{"id":"https://openalex.org/S4210228075","display_name":"Computers","issn_l":"2073-431X","issn":["2073-431X"],"is_oa":true,"is_in_doaj":true,"is_core":true,"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":"Computers","raw_type":"journal-article"},{"id":"pmh:oai:uhra.herts.ac.uk:2299/28015","is_oa":true,"landing_page_url":"http://www.scopus.com/inward/record.url?scp=85199639540&amp;partnerID=8YFLogxK","pdf_url":"http://hdl.handle.net/2299/28015","source":{"id":"https://openalex.org/S4306400241","display_name":"University of Hertfordshire Research Archive (University of Hertfordshire)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I141584323","host_organization_name":"University of Hertfordshire","host_organization_lineage":["https://openalex.org/I141584323"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},{"id":"pmh:oai:bura.brunel.ac.uk:2438/29338","is_oa":true,"landing_page_url":"https://bura.brunel.ac.uk/handle/2438/29338","pdf_url":null,"source":{"id":"https://openalex.org/S4306401473","display_name":"Brunel University Research Archive (BURA) (Brunel University London)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I59433898","host_organization_name":"Brunel University of London","host_organization_lineage":["https://openalex.org/I59433898"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Article"},{"id":"pmh:oai:doaj.org/article:acdc8874bf1f441eab0e768076a7034c","is_oa":true,"landing_page_url":"https://doaj.org/article/acdc8874bf1f441eab0e768076a7034c","pdf_url":null,"source":{"id":"https://openalex.org/S112646816","display_name":"SHILAP Revista de lepidopterolog\u00eda","issn_l":"0300-5267","issn":["0300-5267","2340-4078"],"is_oa":true,"is_in_doaj":true,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Computers, Vol 13, Iss 7, p 168 (2024)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/computers13070168","is_oa":true,"landing_page_url":"https://doi.org/10.3390/computers13070168","pdf_url":"https://www.mdpi.com/2073-431X/13/7/168/pdf?version=1720425547","source":{"id":"https://openalex.org/S4210228075","display_name":"Computers","issn_l":"2073-431X","issn":["2073-431X"],"is_oa":true,"is_in_doaj":true,"is_core":true,"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":"Computers","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.5699999928474426,"display_name":"Industry, innovation and infrastructure"}],"awards":[{"id":"https://openalex.org/G1934935867","display_name":null,"funder_award_id":"Engineering and Physical Sciences R","funder_id":"https://openalex.org/F4320334627","funder_display_name":"Engineering and Physical Sciences Research Council"},{"id":"https://openalex.org/G7262751522","display_name":"DTP 2020-2021 Brunel University London","funder_award_id":"EP/T518116/1","funder_id":"https://openalex.org/F4320334627","funder_display_name":"Engineering and Physical Sciences Research Council"}],"funders":[{"id":"https://openalex.org/F4320334627","display_name":"Engineering and Physical Sciences Research Council","ror":"https://ror.org/0439y7842"}],"has_content":{"pdf":true,"grobid_xml":false},"content_urls":{"pdf":"https://content.openalex.org/works/W4400418528.pdf"},"referenced_works_count":88,"referenced_works":["https://openalex.org/W146395692","https://openalex.org/W281665770","https://openalex.org/W581256187","https://openalex.org/W1170723977","https://openalex.org/W1260268685","https://openalex.org/W1442374986","https://openalex.org/W1538425969","https://openalex.org/W1892181866","https://openalex.org/W1901129140","https://openalex.org/W1975845483","https://openalex.org/W1986641818","https://openalex.org/W2011536919","https://openalex.org/W2022459436","https://openalex.org/W2028797498","https://openalex.org/W2030808931","https://openalex.org/W2034922135","https://openalex.org/W2064675550","https://openalex.org/W2067925544","https://openalex.org/W2074161260","https://openalex.org/W2077743090","https://openalex.org/W2097118035","https://openalex.org/W2142144955","https://openalex.org/W2157331557","https://openalex.org/W2169287765","https://openalex.org/W2187336854","https://openalex.org/W2200092826","https://openalex.org/W2326188870","https://openalex.org/W2341865734","https://openalex.org/W2402065433","https://openalex.org/W2403510908","https://openalex.org/W2477262731","https://openalex.org/W2483578185","https://openalex.org/W2501210280","https://openalex.org/W2524459589","https://openalex.org/W2533236663","https://openalex.org/W2619799373","https://openalex.org/W2770420551","https://openalex.org/W2791382412","https://openalex.org/W2794284562","https://openalex.org/W2883309205","https://openalex.org/W2883475000","https://openalex.org/W2903444877","https://openalex.org/W2922073769","https://openalex.org/W2922083518","https://openalex.org/W2950644143","https://openalex.org/W2954557181","https://openalex.org/W2954743925","https://openalex.org/W2964050021","https://openalex.org/W2964491004","https://openalex.org/W2969625533","https://openalex.org/W2969686176","https://openalex.org/W2983877531","https://openalex.org/W3036167779","https://openalex.org/W3045004532","https://openalex.org/W3085364681","https://openalex.org/W3088103567","https://openalex.org/W3094605956","https://openalex.org/W3121813943","https://openalex.org/W3124585256","https://openalex.org/W3125090935","https://openalex.org/W3152022939","https://openalex.org/W3152873337","https://openalex.org/W3173998882","https://openalex.org/W3210300023","https://openalex.org/W4205764945","https://openalex.org/W4213019189","https://openalex.org/W4232441755","https://openalex.org/W4240199737","https://openalex.org/W4319593467","https://openalex.org/W4360764535","https://openalex.org/W4363678613","https://openalex.org/W4365446711","https://openalex.org/W4386693657","https://openalex.org/W4387745359","https://openalex.org/W4392016246","https://openalex.org/W4397001630","https://openalex.org/W6627602935","https://openalex.org/W6631723311","https://openalex.org/W6684309607","https://openalex.org/W6701201273","https://openalex.org/W6738824914","https://openalex.org/W6739901393","https://openalex.org/W6759300699","https://openalex.org/W6760602923","https://openalex.org/W6763943341","https://openalex.org/W6779823529","https://openalex.org/W6785684113","https://openalex.org/W6857682220"],"related_works":["https://openalex.org/W4365211920","https://openalex.org/W3014948380","https://openalex.org/W4391584540","https://openalex.org/W4380551139","https://openalex.org/W4317695495","https://openalex.org/W4395044357","https://openalex.org/W4287117424","https://openalex.org/W4387506531","https://openalex.org/W2087346071","https://openalex.org/W2967848559"],"abstract_inverted_index":{"The":[0],"current":[1],"marketing":[2,62,79,87,104],"landscape":[3],"faces":[4],"challenges":[5],"in":[6,40,77,85,119,138],"content":[7,16,63,105],"creation":[8],"and":[9,17,23,34,126,129],"innovation,":[10],"relying":[11],"heavily":[12],"on":[13,114],"manually":[14],"created":[15],"traditional":[18],"channels":[19],"like":[20],"social":[21],"media":[22],"search":[24],"engines.":[25],"While":[26],"effective,":[27],"these":[28],"methods":[29],"often":[30],"lack":[31],"the":[32,95],"creativity":[33],"uniqueness":[35],"needed":[36],"to":[37,60,73],"stand":[38],"out":[39],"a":[41,50,67,82,133],"competitive":[42],"market.":[43],"To":[44],"address":[45],"this,":[46],"we":[47],"introduce":[48],"MARK-GEN,":[49],"conceptual":[51],"framework":[52],"that":[53],"utilises":[54],"generative":[55,75,107],"artificial":[56],"intelligence":[57],"(AI)":[58],"models":[59],"transform":[61],"creation.":[64],"MARK-GEN":[65,100],"provides":[66],"comprehensive,":[68],"structured":[69],"approach":[70],"for":[71,132],"businesses":[72],"employ":[74],"AI":[76,108],"producing":[78],"materials,":[80],"representing":[81],"new":[83],"method":[84],"digital":[86],"strategies.":[88],"We":[89],"present":[90],"two":[91],"case":[92],"studies":[93],"within":[94],"fashion":[96],"industry,":[97],"demonstrating":[98],"how":[99],"can":[101],"generate":[102],"compelling":[103],"using":[106],"technologies.":[109],"This":[110],"proposition":[111],"paper":[112],"builds":[113],"our":[115],"previous":[116],"technical":[117],"developments":[118],"virtual":[120],"try-on":[121],"models,":[122],"including":[123],"image-based,":[124],"multi-pose,":[125],"image-to-video":[127],"techniques,":[128],"is":[130],"intended":[131],"broad":[134],"audience,":[135],"particularly":[136],"those":[137],"business":[139],"management.":[140]},"counts_by_year":[{"year":2026,"cited_by_count":6},{"year":2025,"cited_by_count":31},{"year":2024,"cited_by_count":7}],"updated_date":"2026-04-10T15:06:20.359241","created_date":"2025-10-10T00:00:00"}
