TARU PUBLICATIONS
Journal of Information and Optimization Sciences cover

Journal of Information and Optimization Sciences

(Since 1980)
Open Access ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

WoS  JIF 2026 : 0.4 (Q4)

Powered by:Powered by

Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

Issues up to 2022 co-published with and available at:Taylor & Francis
submissions@tarupublications.com
Taru Online First Current IssueSpecial IssuesBrowse all Issues
Journal of Information and Optimization Sciences
Open Access Research Article

Role of emerging technologies in marketing and decision making – PRISMA Model

* , , ,

* Corresponding author · click or hover a name for details

pp. 1591–1605Vol. 45Issue 6September 2024DOI: 10.47974/JIOS-1636XML
Received:
10 Apr 2024
Published Online:
30 Sep 2024
Article type:
Research Article
Language:
EN
Article no.:
JIOS-1636
Pages:
1591–1605

Abstract

In recent years technology and its applications have brought a lot of transformation into business and various industries. ChatGPT, natural language processing, machine learning, and deep learning have become the buzzword and have taken the world by storm. It has brought a lot of transformation to the industry. The latest ChatGPT-3 have helped to determine the megatrends i.e., technological, demographic, economic and societal changes. Sentimental analysis is used in the healthcare industry using Ernie-Tiny and BiGRU to understand the patient’s challenges. Artificial neural networks, deep learning models and hybrid models are used in the transportation industry to estimate vehicle efficiency and effectiveness. Artificial Intelligence in Biobanking studies helps to understand the pathological outcomes of patients in the medical care sector. Blockchain, another cutting-edge technology, is a decentralised network of blocks used to safeguard the accuracy of transactions. Utilising business analytics has improved efficacy, efficiency and productivity due to the internet of things. The paper analyses the various research papers available in Pro-quest and Google Scholar. The paper also presents the benefits of emerging technologies in sector and business growth. This paper reviews the role of emerging technologies in different sectors through a literature review. Based on the bibliometric analysis conclusions are been provided.

Keywords

Emerging technologiesIOTBlockchainBusiness analyticsChat GPT

Subject Classifications

68T01

References

[1] L., Meyer, D. F., & Khelashvili, L. An Assessment Of Tourism Competitiveness Okroshidze: A Comparative Analysis Of Georgia And Neighbouring Countries. Journal of Eastern European and Central Asian Research, 11(2), 377-393 (2024). doi:https://doi.org/10.15549/jeecar.v11i2.1536.
[2] Abeer Elsayed Fayed. Artificial Intelligence For Marketing Plan: The Case For E-Marketing Companies, Marketing and Management of Innovations ISSN 2227-6718 (on-line) Issue 1 (2021).
[3] Ameet Sao, Ashwini Goswami, Ankita Verma, Ritesh Kumar Kataria, Rudra Prathap Shahi. Challenges in the adoption of building information technology (BIM), Journal of Information & Optimization Sciences, ISSN 0252-2667 (Print), ISSN 2169-0103 (Online), Vol. 44 (2023), No. 8, pp. 1577–1593 (2023), DOI : 10.47974/JIOS-1477.
[4] Araştırma Makalesi. The Place and Future of Artificial Intelligence in Marketing Strategies. EKEV AKADEMİ DERGİSİ, 24(81), 489-506 (2020). 
[5] Basha, M. Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research (EAJMR), 2(3), 993-1004 (2023).
[6] Brendan James Keegan, Denis Dennehy, Peter Naudé. Implementing Artifcial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective (2022), Information Systems Frontiers https://doi.org/10.1007/s10796-022-10294-1.
[7] Bueno, B. and Balestrin, A., “Inovação colaborativa: uma abordagem aberta no desenvolvimento de novos produtos”, Revista De Administração De Empresas, Vol. 52 No. 5, pp. 517-530 (2012).
[8] Capgemini. 2020 World Payments Report: Transforming into Digital Masters in the Next Normal; World Payments Report: 2020. Available online: https://www.sogeti.com/explore/reports/world-payments-report-2020/ (accessed on 8 November 2022).
[9] Cheng, Y., & Jiang, H. Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts. Journal of Product & Brand Management, 31(2), 252-264 (2022).
[10] Chintalapati, S., & Pandey, S. K. Artificial intelligence in marketing: A systematic literature review. International (2021) 
[11] Wilson, H. J., & Daugherty, P. R. Human + Machine: Reimagining Work in the Age of AI. Boston, MA: Harvard Business Review Press (2018). https://lccn.loc.gov/2017044295.
[12] Cui, H., Nie, Y., Li, Z., & Zeng, J. Construction and Development of Modern Brand Marketing Management Mode Based on Artificial Intelligence. Hindawi Journal of Sensors, Article ID 9246545 (2022). https://doi.org/10.1155/2022/9246545. 
[13] De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K. U., & Von Wangenheim, F. Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51(1), 91-105 (2020).
[14] Elvira Ismagiloiva Elvira Ismagiloiva, Yogesh K. Dwivedi, Nripendra P. Rana, Visualising the Knowledge Domain of Artificial Intelligence in Marketing: A Bibliometric Analysis (2022), HAL Id: hal-03701761 https://inria.hal.science/hal-03701761.
[15] Erik Hermann, Leveraging Artifcial Intelligence in Marketing for Social Good—An Ethical Perspective, Journal of Business Ethics (2022) 179 : 43–61 (2021). https://doi.org/10.1007/s10551-021-04843-y.
[16] Gioia Volkmar, Peter M. Fischer, Sven Reinecke. Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management, Journal of Business Research 149 pp.599–614 (2022).
[17] Huang, M. H., & Rust, R. T. A framework for collaborative artificial intelligence in marketing. Journal of Retailing, 98(2), 209-223 (2022).
[18] Huang, M., & Rust, R. T. A Framework for Collaborative Artificial Intelligence in Marketing. Journal of Retailing (2021). https://doi.org/10.1016/j.jretai.2021.03. 
[19] Islam, M., Rahman, M. M., Taher, M. A., Quaosar, G. M. A., & Uddin, M. A. Using artificial intelligence for hiring talents in a moderated mechanism. Future Business Journal, 10(1), 13 (2024). doi:https://doi.org/10.1186/s43093-024-00303-x.
[20] Jarek, Krystyna, and Grzegorz Mazurek. “Marketing and artificial intelligence.” Central European Business Review 8, no. 2 (2019).
[21] Panetta, F., 21st century cash: Central banking, technological innovation and digital currencies. Do we need central bank digital currency, pp.28-31 (2018).
[22] Ming-Hui Huang & Roland T. Rust. A strategic framework for artificial intelligence in marketing, Journal of the Academy of Marketing Science pp. 49 : 30–50 (2021).
[23] Mogaji, E., & Nguyen, P. N. Managers’ understanding of artificial intelligence in relation to marketing financial services: Insights from a cross-country study. The International Journal of Bank Marketing, 40(6), 1272-1298 (2022). doi:https://doi.org/10.1108/IJBM-09-2021-0440.
[24] Pooja Malhotra, Sanjay Kumar Malik. Fake news detection using supervised machine learning techniques, Journal of Information & Optimization Sciences, 43:1, 77-15 (2022), DOI : 10.1080/02522667.2022.2038933. 
[25] Pujari, Purvi, Arora, Monika, Kumar, Anuj & Pandey, Anoop. Understanding factors influencing technical inertia in family-run SMEs : A study on technology adoption challenges, Journal of Statistics and Management Systems , 27:1, 155–168 (2024), DOI: 10.47974/JSMS-1208.
[26] Agrawal, A., Gans, J., & Goldfarb, A. Economic policy for artificial intelligence. Innovation policy and the economy, 19(1), 139-159 (2019).
[27] Theresa Eriksson, Alessandro Bigi, Michelle Bonera. Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795-814 (2020). Emerald Publishing Limited. DOI: 10.1108/TQM-12-2019-030. 
[28] Verma, S., Sharma, R., Deb, S., & Maitra, D. Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002 (2021).
[29] Yogesh Gurav, Vinod Ingawale, Hrishikesh Bhagat, Aakash Yadav. Marketing on metaverse : An emerging trend in digital marketing, Journal of Statistics and Management Systems, 26:1, 1735–1743 (2023). DOI : 10.47974/JSMS-1138. 
[30] Zaman, K. Transformation of marketing decisions through artificial intelligence and digital marketing. Journal of Marketing Strategies, 4(2), 353-364 (2022).
[31] Panetta, F., 21st century cash: Central banking, technological innovation and digital currencies. Do we need central bank digital currency, pp. 28-31 (2018).

Views: 152Downloads: 32Citations: 0