Zeren, Deniz and Erkan, Ismail and Elwalda, Abdulaziz and Rahman, Mushfiqur and Cil, Ebru (2024) Influencer Marketing and Artificial Intelligence Influencer Marketing and Artificial Intelligence. In: Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, pp. 212-234.
Full text not available from this repository.Abstract
This chapter aims to review artificial intelligence (AI) in influencer marketing literature to identify gaps and provide directions for future research. In this direction, the authors critically assess 21 articles that have appeared in the Web of Science (WOS) database. Definitions of influencer marketing and AI, theoretical foundations, and main methodologies employed were reviewed and the countries of focus and social media websites studied. The systematic literature review has demonstrated some significant findings. Research on AI in influencer marketing has revealed an emphasis on AI Influencer marketing. Findings also show that the majority of influencer marketing studies were conducted with a quantitative approach, and focused more on Instagram while less attention has been paid to other social media websites. At the end of the research, the study contributes to the existing literature by examining the current state of AI in influencer marketing research and providing future research directions from theoretical, methodological, and context-related perspectives.
| Item Type: | Book Section |
|---|---|
| Additional Information: | ** From Crossref book chapters via Jisc Publications Router ** History: ppub 21-08-2024; issued 21-08-2024. |
| Subjects: | H Social Sciences > H Social Sciences (General) Q Science > QA Mathematics > QA76 Computer software |
| Divisions: | Institutes and Academies > Institute of Inner City Learning |
| SWORD Depositor: | JISC Publications Router |
| Depositing User: | JISC Publications Router |
| Date Deposited: | 10 Sep 2024 12:56 |
| Last Modified: | 11 Sep 2024 17:05 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/3130 |
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