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Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Sunway Business School, Sunway University, Selangor, Petaling Jaya, Malaysia; Vilnius University, Vilnius, Lithuania; Tallinn University of Technology, Tallinn, Estonia; Lund University, Lund, Sweden; University of Johannesburg, Auckland Park, South Africa.ORCID iD: 0000-0002-1282-0319
Laboratory of Environmental Studies and Sustainable Development, Department of Management, Faculty of Economics, Business and Management, Echahid Cheikh Larbi Tebessi University, Tebessa, Algeria.
Ludwig-Maximilian-University Munich, Munich, Germany; Babeș-Bolyai University, Cluj-Napoca, Romania.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.ORCID iD: 0000-0003-2593-9439
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2024 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 41, no 4, p. 880-898Article, review/survey (Refereed) Published
Abstract [en]

While consumer engagement (CE) in the context of artificially intelligent (AI-based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature-based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) approach to synthesize the AI-based CE literature. Our review yields three major themes of AI-based CE, including (i) Increasingly accurate service provision through AI-based CE; (ii) Capacity of AI-based CE to (co)create consumer-perceived value, and (iii) AI-based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI-based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI-based CE consequences of consumer-based, firm-based, and human-AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI-based CE) and practice (e.g., by reducing consumer-perceived costs of their brand/firm interactions).

Place, publisher, year, edition, pages
John Wiley & Sons, 2024. Vol. 41, no 4, p. 880-898
Keywords [en]
artificial intelligence, consumer engagement, PRISMA, systematic review
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Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-219529DOI: 10.1002/mar.21957ISI: 001136719500001Scopus ID: 2-s2.0-85181493334OAI: oai:DiVA.org:umu-219529DiVA, id: diva2:1829513
Available from: 2024-01-19 Created: 2024-01-19 Last updated: 2024-06-11Bibliographically approved

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Hollebeek, LindaJansson, Johan

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