{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,12]],"date-time":"2026-08-12T06:30:30Z","timestamp":1786516230905,"version":"build-2736575974"},"reference-count":111,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,8,12]],"date-time":"2026-08-12T00:00:00Z","timestamp":1786492800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Res. Metr. Anal."],"abstract":"<jats:sec>\n                    <jats:title>Objective<\/jats:title>\n                    <jats:p>This study synthesizes the literature on AI-driven marketing tactics and their influence on consumer behavior. It identifies dominant theories, contexts, methodological approaches, and key antecedents that explain how AI-driven marketing tactics shape consumers' cognitive, emotional, and behavioral responses. This study also provides intellectual structure, publication trends and future research directions within this field.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>This study reviewed 155 articles, retrieved from the Scopus database and analyzed using bibliometric analysis, SPAR-4-SLR, and the TCM-ADO framework. The review covers publications from 2016 to 2026 and examines theoretical, contextual, and methodological approaches as well as factors influencing consumer responses to AI-driven marketing tactics.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The findings reveal a significant growth in research publications related to AI-driven marketing tactics over the past decade. The analysis identifies dominant theories, research contexts, and methodological approaches employed in the field. Furthermore, a five-category antecedent framework was proposed, including AI characteristics, consumer psychological and behavioral traits, consumer attitudes and responses, marketing and communication factors, and contextual and situational factors. The results highlight that AI-driven marketing tactics influence consumer decision-making through technological, psychological, marketing and contextual mechanisms.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>The research on AI and consumer behavior has been expanded; however, literature remains fragmented. Most of the prior studies have examined individual AI tactics, such as chatbots, personalized recommendations and targeted advertisements in isolation instead of as an integrated AI-driven marketing tactic. Moreover, earlier studies focused on factors such as technology adoption and purchase intention, while fewer studies examined cognitive, emotional and behavioral mechanisms through which diverse AI-driven marketing tactics influence consumer behavior.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Implications<\/jats:title>\n                    <jats:p>The study provides a structured synthesis of literature and highlights gaps for future research. It suggests the need for greater theoretical integration, cross-cultural investigations, and longitudinal studies examining consumer responses to AI-driven marketing tactics. The findings provide valuable insights for researchers to advance the field and for practitioners aiming to design effective AI-enabled marketing strategies that enhance consumer engagement and decision-making.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/frma.2026.1914129","type":"journal-article","created":{"date-parts":[[2026,8,12]],"date-time":"2026-08-12T05:54:57Z","timestamp":1786514097000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["AI-driven marketing tactics and consumer behavior: a bibliometric review and systematic literature review"],"prefix":"10.3389","volume":"11","author":[{"given":"Swati","family":"Ahuja","sequence":"first","affiliation":[{"name":"Mittal School of Business, Lovely Professional University","place":["Phagwara, Punjab, India"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Amit","family":"Dutt","sequence":"additional","affiliation":[{"name":"Division of Academic Affairs, Lovely Professional University","place":["Phagwara, Punjab, India"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nancy","family":"Sahni","sequence":"additional","affiliation":[{"name":"Mittal School of Business, Lovely Professional University","place":["Phagwara, Punjab, India"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jaskiran","family":"Kaur","sequence":"additional","affiliation":[{"name":"Division of Academic Affairs, Lovely Professional University","place":["Phagwara, Punjab, India"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,8,12]]},"reference":[{"key":"B1","doi-asserted-by":"publisher","first-page":"1","DOI":"10.2139\/ssrn.5239678","article-title":"Hybrid self-attention BiLSTM and incentive learning-based collaborative filtering for e-commerce recommendation systems","volume":"25","author":"Abdalla","year":"2024","journal-title":"Electr. Commer. Res."},{"key":"B2","doi-asserted-by":"publisher","first-page":"1","DOI":"10.22434\/ifamr1131","article-title":"Bridging taste and health: the role of machine learning in consumer food selection","volume":"1","author":"Adhikari","year":"2025","journal-title":"Int. Food Agribus. Manage. Rev."},{"key":"B3","doi-asserted-by":"publisher","first-page":"169","DOI":"10.4018\/979-8-3693-3691-5.ch008","article-title":"\u201cImpact of artificial Intelligence on marketing and consumer decision-making,\u201d","author":"Ahmad","year":"2025","journal-title":"Generative Artificial Intelligence and Ethics: Standards, Guidelines, and Best Practices"},{"key":"B4","doi-asserted-by":"publisher","first-page":"106","DOI":"10.5430\/rwe.v10n4p106","article-title":"The impact of big data on electronic commerce in profit organisations in Saudi Arabia","volume":"10","author":"Alyoubi","year":"2019","journal-title":"Res. World Econ."},{"key":"B5","doi-asserted-by":"publisher","first-page":"139","DOI":"10.1007\/s10664-018-9626-5","article-title":"Identification and prioritization of SLR search tool requirements: an SLR and a survey","volume":"24","author":"Al-Zubidy","year":"2019","journal-title":"Empir. Softw. Eng."},{"key":"B6","doi-asserted-by":"publisher","first-page":"765","DOI":"10.1108\/YC-10-2024-2297","article-title":"Artificial intelligence in social media: a catalyst for impulse buying behavior?","volume":"26","author":"Amin","year":"2025","journal-title":"Young Consum"},{"key":"B7","doi-asserted-by":"publisher","first-page":"104234","DOI":"10.1016\/j.jretconser.2025.104234","article-title":"From familiarity to acceptance: the impact of generative artificial intelligence on consumer adoption of retail chatbots","volume":"84","author":"Arce-Urriza","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"B8","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1155\/2019\/2837938","article-title":"Complexity of understanding consumer behavior from the marketing perspective","volume":"2019","author":"Arenas-Gait\u00e1n","year":"2019","journal-title":"Complexity"},{"key":"B9","unstructured":"Amazon personalize: create real-time personalized user experiences faster at scale\n          \n          Amazon\n          \n          2021"},{"key":"B10","doi-asserted-by":"publisher","first-page":"2074","DOI":"10.1108\/BIJ-07-2021-0415","article-title":"Journey of customers in this digital era: understanding the role of artificial intelligence technologies in user engagement and conversion","volume":"29","author":"Bag","year":"2022","journal-title":"Benchmarking"},{"key":"B11","doi-asserted-by":"publisher","first-page":"554","DOI":"10.3390\/jrfm18100554","article-title":"Investigation of the antecedents of personal saving behavior: a systematic literature review using TCM-ADO framework","volume":"18","author":"Batham","year":"2025","journal-title":"J. Risk Financ. Manage."},{"key":"B12","doi-asserted-by":"publisher","first-page":"17","DOI":"10.1007\/978-3-031-19886-1_2","article-title":"\u201cChina's drive for technological leadership in artificial intelligence. Key policies and government-industry integration,\u201d","author":"Bazavan","year":"2022","journal-title":"International conference on business excellence"},{"key":"B13","volume-title":"The impact of AI-personalised algorithms on consumers' purchase decisions and impulsive purchasing","author":"Berg","year":"2026"},{"key":"B14","doi-asserted-by":"publisher","first-page":"175","DOI":"10.3846\/jbem.2024.21109","article-title":"Consumer behaviour towards sponsored-labelled targeted advertisements on Meta platforms in the context of Mauritius","volume":"25","author":"Bindah","year":"2024","journal-title":"J. Bus. Econ. Manage."},{"key":"B15","doi-asserted-by":"publisher","DOI":"10.1080\/13527266.2025.2508181","article-title":"Integrating artificial intelligence and consumer behavior: insights and directions from a hybrid systematic literature review","author":"Bohara","year":"2025","journal-title":"J. Mark. Commun."},{"key":"B16","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1057\/s41599-024-03212-0","article-title":"How the communication style of chatbots influences consumers' satisfaction, trust, and engagement in the context of service failure","volume":"11","author":"Cai","year":"2024","journal-title":"Humanit. Soc. Sci. Commun."},{"key":"B17","doi-asserted-by":"publisher","first-page":"102941","DOI":"10.1016\/j.ijinfomgt.2025.102941","article-title":"Do cute language style chatbots make consumers more unethical?","volume":"85","author":"Chen","year":"2025","journal-title":"Int. J. Inf. Manage."},{"key":"B18","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1007\/s11192-005-1523-1","article-title":"Bibliometric analysis of tsunami research","volume":"73","author":"Chiu","year":"2007","journal-title":"Scientometrics"},{"key":"B19","doi-asserted-by":"publisher","first-page":"579","DOI":"10.1111\/ijmr.12156","article-title":"A systematic literature review on recent lean research: state-of-the-art and future directions","volume":"20","author":"Danese","year":"2018","journal-title":"Int. J. Manage. Rev."},{"key":"B20","doi-asserted-by":"publisher","first-page":"24","DOI":"10.1007\/s11747-019-00696-0","article-title":"How artificial intelligence will change the future of marketing","volume":"48","author":"Davenport","year":"2020","journal-title":"J. Acad. Mark. Sci."},{"key":"B21","doi-asserted-by":"publisher","first-page":"91","DOI":"10.1016\/j.intmar.2020.04.007","article-title":"Artificial intelligence and marketing: pitfalls and opportunities","volume":"51","author":"De Bruyn","year":"2020","journal-title":"J. Interact. Mark."},{"key":"B22","doi-asserted-by":"publisher","first-page":"234","DOI":"10.1108\/QMR-11-2023-0151","article-title":"Unveiling user responses to AI-powered personalised recommendations: a qualitative study of consumer engagement dynamics on Douyin","volume":"28","author":"Ding","year":"2025","journal-title":"Qual. Mark. Res."},{"key":"B23","doi-asserted-by":"publisher","first-page":"101","DOI":"10.1016\/j.ijpe.2015.01.003","article-title":"Green supply chain management: a review and bibliometric analysis","volume":"162","author":"Fahimnia","year":"2015","journal-title":"Int. J. Prod. Econ."},{"key":"B24","doi-asserted-by":"publisher","first-page":"21582440231210759","DOI":"10.1177\/21582440231210759","article-title":"Artificial intelligence in advertising: advancements, challenges, and ethical considerations in targeting, personalization, content creation, and ad optimization","volume":"13","author":"Gao","year":"2023","journal-title":"Sage Open"},{"key":"B25","doi-asserted-by":"publisher","first-page":"103500","DOI":"10.1016\/j.jretconser.2023.103500","article-title":"Price-aware enhanced dynamic recommendation based on deep learning","volume":"75","author":"Guo","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"B26","doi-asserted-by":"publisher","DOI":"10.1108\/JSTPM-09-2023-0159.","article-title":"AI feel millennials: prioritizing the intentions towards adoption of AI-enabled chatbots using fuzzy-AHP approach","author":"Gupta","year":"2025","journal-title":"J. Sci. Technol. Policy Manage"},{"key":"B27","doi-asserted-by":"publisher","first-page":"119","DOI":"10.1016\/j.ijin.2022.08.005","article-title":"Artificial intelligence (AI) applications for marketing: a literature-based study","volume":"3","author":"Haleem","year":"2022","journal-title":"Int. J. Intell. Netw."},{"key":"B28","doi-asserted-by":"publisher","first-page":"103088","DOI":"10.1016\/j.jretconser.2022.103088","article-title":"Consequences of personalized product recommendations and price promotions in online grocery shopping","volume":"69","author":"Hallikainen","year":"2022","journal-title":"J. Retail. Consum. Serv."},{"key":"B29","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/09593969.2025.2526482","article-title":"Does AI matter in marketing? Unveiling the role of AI-driven marketing in quick grocery","volume":"36","author":"Haneefa","year":"2025","journal-title":"Int. Rev. Retail Distrib. Consum. Res."},{"key":"B30","doi-asserted-by":"publisher","first-page":"2343","DOI":"10.28991\/ESJ-2024-08-06-012","article-title":"The impact of artificial intelligence on digital marketing: leveraging potential in a competitive business landscape","volume":"8","author":"Hendrayati","year":"2024","journal-title":"Emerg. Sci. J"},{"key":"B31","doi-asserted-by":"publisher","first-page":"100385","DOI":"10.1016\/j.sftr.2024.100385","article-title":"Textual feature engineering for purchase intent and customer satisfaction: insights from marketing 4.0 and sentiment","volume":"8","author":"Hossain","year":"2024","journal-title":"Sustain. Futures"},{"key":"B32","doi-asserted-by":"publisher","first-page":"4005","DOI":"10.1111\/poms.14075","article-title":"Strategic social media marketing: an empirical analysis of sequential advertising","volume":"32","author":"Hotkar","year":"2023","journal-title":"Prod. Oper. Manage."},{"key":"B33","doi-asserted-by":"publisher","first-page":"103600","DOI":"10.1016\/j.jretconser.2023.103600","article-title":"Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust","volume":"76","author":"Huang","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"B34","doi-asserted-by":"publisher","first-page":"104457","DOI":"10.1016\/j.jretconser.2025.104457","article-title":"Asking fintech voice chatbots: explaining consumer switching intention by status quo bias theory","volume":"88","author":"Huang","year":"2026","journal-title":"J. Retail. Consum. Serv."},{"key":"B35","doi-asserted-by":"publisher","first-page":"101774","DOI":"10.1016\/j.jretconser.2019.03.001","article-title":"Social media marketing: who is watching the watchers?","volume":"53","author":"Jacobson","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"B36","doi-asserted-by":"publisher","first-page":"676","DOI":"10.1002\/cb.2233","article-title":"Artificial intelligence consumer behaviour: a hybrid review and research agenda","volume":"23","author":"Jain","year":"2023","journal-title":"J. Consum. Behav."},{"key":"B37","doi-asserted-by":"publisher","first-page":"373","DOI":"10.1108\/BFJ-10-2024-1087","article-title":"Food anti-consumption behavior: a systematic review and future research agenda","volume":"127","author":"Jaziri","year":"2025","journal-title":"Br. Food J."},{"key":"B38","doi-asserted-by":"publisher","first-page":"1922","DOI":"10.37394\/23207.2024.21.157","article-title":"The integration of artificial intelligence in business communication channels: opportunities and challenges","volume":"21","author":"Kalogiannidis","year":"2024","journal-title":"WSEAS Trans. Bus. Econ."},{"key":"B39","doi-asserted-by":"crossref","first-page":"146","DOI":"10.22495\/cbsrv6i2art15","article-title":"Benchmarking machine learning models for predictive analytics in e-commerce strategy","volume":"6","author":"Kasemrat","year":"2025","journal-title":"Corp. Bus. Strategy Rev."},{"key":"B40","doi-asserted-by":"publisher","first-page":"3687","DOI":"10.1108\/JHTI-01-2025-0125","article-title":"Predicting continuance intention to use chatbots in tourism commercial websites","volume":"8","author":"Khrouf","year":"2025","journal-title":"J. Hosp. Tour. Insights"},{"key":"B41","doi-asserted-by":"publisher","first-page":"215","DOI":"10.1080\/15252019.2025.2557107","article-title":"Advertising in the age of agentic AI: call for research","volume":"25","author":"Kim","year":"2025","journal-title":"J. Interact. Advert."},{"key":"B42","doi-asserted-by":"publisher","first-page":"1","DOI":"10.53728\/2765-6500.1613","article-title":"Understanding the continuance intention to use chatbot services","volume":"25","author":"Kim","year":"2023","journal-title":"Asia Mark. J."},{"key":"B43","doi-asserted-by":"publisher","first-page":"362","DOI":"10.1016\/j.techfore.2017.01.001","article-title":"What makes tourists feel negatively about tourism destinations? Application of hybrid text mining methodology to smart destination management","volume":"123","author":"Kim","year":"2017","journal-title":"Technol. Forecast. Soc. Change"},{"key":"B44","doi-asserted-by":"publisher","first-page":"2789","DOI":"10.1007\/s10660-022-09562-8","article-title":"The impact of anthropomorphism on customer satisfaction in chatbot commerce: an experimental study in the food sector","volume":"23","author":"Klein","year":"2023","journal-title":"Electr. Commer. Res."},{"key":"B45","doi-asserted-by":"publisher","first-page":"580","DOI":"10.1016\/j.jretai.2023.11.003","article-title":"Dynamic pricing: definition, implications for managers, and future research directions","volume":"99","author":"Kopalle","year":"2023","journal-title":"J. Retail."},{"key":"B46","doi-asserted-by":"publisher","first-page":"7","DOI":"10.1509\/jm.14.0249","article-title":"From social to sale: the effects of firm-generated content in social media on customer behavior","volume":"80","author":"Kumar","year":"2016","journal-title":"J. Mark."},{"key":"B47","doi-asserted-by":"publisher","first-page":"1","DOI":"10.4018\/JGIM.373320","article-title":"The rise of the phygital citizens: generative AI experiences and customer citizenship behaviour","volume":"33","author":"Kumari","year":"2025","journal-title":"J. Glob. Inf. Manage."},{"key":"B48","doi-asserted-by":"publisher","first-page":"891","DOI":"10.1016\/j.jbusres.2020.11.005","article-title":"Consumers' reasons and perceived value co-creation of using artificial intelligence-enabled travel service agents","volume":"129","author":"Lalicic","year":"2021","journal-title":"J. Bus. Res."},{"key":"B49","doi-asserted-by":"publisher","first-page":"114022","DOI":"10.1016\/j.dss.2023.114022","article-title":"A collaborative filtering model incorporating media promotions and users' variety-seeking tendencies in the digital music market","volume":"174","author":"Lee","year":"2023","journal-title":"Decis. Support Syst."},{"key":"B50","doi-asserted-by":"publisher","first-page":"2471","DOI":"10.1108\/INTR-04-2024-0583","article-title":"How does anthropomorphism promote consumer responses to social chatbots: mind perception perspective","volume":"35","author":"Li","year":"2024","journal-title":"Internet Res"},{"key":"B51","doi-asserted-by":"publisher","first-page":"122921","DOI":"10.1016\/j.techfore.2023.122921","article-title":"Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic","volume":"197","author":"Li","year":"2023","journal-title":"Technol. Forecast. Soc. Change"},{"key":"B52","doi-asserted-by":"publisher","first-page":"103264","DOI":"10.1016\/j.jretconser.2023.103264","article-title":"Chatbots or me? Consumers' switching between human agents and conversational agents","volume":"72","author":"Li","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"B53","doi-asserted-by":"publisher","first-page":"1","DOI":"10.4018\/JOEUC.379722","article-title":"Deep learning-based analysis of e-commerce enterprises: user behavior and consumption prediction","volume":"37","author":"Li","year":"2025","journal-title":"J. Organ. End User Comput."},{"key":"B54","doi-asserted-by":"publisher","first-page":"17","DOI":"10.1002\/joe.22229","article-title":"Guidelines for interpreting the results of bibliometrics analysis: a sensemaking approach","volume":"43","author":"Lim","year":"2024","journal-title":"Glob. Bus. Organ. Excell."},{"key":"B55","doi-asserted-by":"publisher","first-page":"534","DOI":"10.1016\/j.jbusres.2020.08.051","article-title":"Home sharing in marketing and tourism at a tipping point: what do we know, how do we know, and where should we be heading?","volume":"122","author":"Lim","year":"2021","journal-title":"J. Bus. Res."},{"key":"B56","doi-asserted-by":"publisher","first-page":"102244","DOI":"10.1016\/j.techsoc.2023.102244","article-title":"How do consumers react to chatbots' humorous emojis in service failures","volume":"73","author":"Liu","year":"2023","journal-title":"Technol. Soc."},{"key":"B57","doi-asserted-by":"publisher","first-page":"33","DOI":"10.1016\/j.ijhm.2016.09.012","article-title":"Airbnb: online targeted advertising, sense of power, and consumer decisions","volume":"60","author":"Liu","year":"2017","journal-title":"Int. J. Hosp. Manage."},{"key":"B58","first-page":"113","article-title":"Situations matter: understanding how individual browsing situation routineness impacts online users' advertisement clicks behavior","volume":"21","author":"Lu","year":"2020","journal-title":"J. Electr. Commer. Res."},{"key":"B59","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1145\/2883816","article-title":"Is combining contextual and behavioral targeting strategies effective in online advertising?","volume":"7","author":"Lu","year":"2016","journal-title":"ACM Trans. Manage. Inf. Syst."},{"key":"B60","doi-asserted-by":"publisher","first-page":"104205","DOI":"10.1016\/j.jretconser.2024.104205","article-title":"Balancing identity diversity and product contexts: understanding consumer trust in AI-enhanced chatbot services","volume":"84","author":"Lu","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"B61","doi-asserted-by":"publisher","first-page":"1","DOI":"10.4018\/JOEUC.335122","article-title":"E-commerce review sentiment analysis and purchase intention prediction based on deep learning technology","volume":"36","author":"Ma","year":"2024","journal-title":"J. Organ. End User Comput."},{"key":"B62","doi-asserted-by":"publisher","first-page":"20242814","DOI":"10.2478\/amns-2024-2814","article-title":"An in-depth analysis and prediction study of consumer buying behaviour for digital marketing","volume":"9","author":"Ma","year":"2024","journal-title":"Appl. Math. Nonlinear Sci."},{"key":"B63","doi-asserted-by":"publisher","first-page":"526","DOI":"10.1057\/s41262-021-00244-8","article-title":"A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa","volume":"28","author":"Mahmoud","year":"2021","journal-title":"J. Brand Manage."},{"key":"B64","doi-asserted-by":"publisher","first-page":"e70036","DOI":"10.1111\/ijcs.70036","article-title":"Consumers' perspective of plant-based meat alternatives\u2014a systematic literature review and future research agenda","volume":"49","author":"Majcher","year":"2025","journal-title":"Int. J. Consum. Stud."},{"key":"B65","doi-asserted-by":"publisher","first-page":"366","DOI":"10.1080\/00913367.2019.1652123","article-title":"An algorithm for allocating sponsored recommendations and content: unifying programmatic advertising and recommender systems","volume":"48","author":"Malthouse","year":"2019","journal-title":"J. Advert."},{"key":"B66","doi-asserted-by":"publisher","first-page":"119752","DOI":"10.1016\/j.techfore.2019.119752","article-title":"Industry 4.0: a bibliometric review of its managerial intellectual structure and potential evolution in the service industries","volume":"149","author":"Mariani","year":"2019","journal-title":"Technol. Forecast. Soc. Change"},{"key":"B67","doi-asserted-by":"publisher","first-page":"755","DOI":"10.1002\/mar.21619","article-title":"AI in marketing, consumer research and psychology: a systematic literature review and research agenda","volume":"39","author":"Mariani","year":"2022","journal-title":"Psychol. Mark."},{"key":"B68","doi-asserted-by":"publisher","first-page":"728","DOI":"10.1108\/YC-08-2024-2204","article-title":"AI-driven virtual travel influencers and ethical consumerism: analysing engagement with Sena Zaro's Instagram content","volume":"26","author":"Marti-Ochoa","year":"2025","journal-title":"Young Consum"},{"key":"B69","doi-asserted-by":"publisher","first-page":"587","DOI":"10.1111\/joca.12584","article-title":"Losing privacy versus losing choice: how consumers react to different costs of personalization","volume":"58","author":"Moran","year":"2024","journal-title":"J. Consum. Aff."},{"key":"B70","doi-asserted-by":"publisher","first-page":"110","DOI":"10.1016\/j.jum.2021.04.001","article-title":"How would the COVID-19 pandemic reshape retail real estate and high streets through acceleration of E-commerce and digitalization?","volume":"10","author":"Nanda","year":"2021","journal-title":"J. Urban Manage."},{"key":"B71","doi-asserted-by":"publisher","first-page":"1700","DOI":"10.1108\/BIJ-09-2022-0563","article-title":"Application of fuzzy methods in green and sustainable supply chains: critical insights from a systematic review and bibliometric analysis","volume":"31","author":"Nirmal","year":"2024","journal-title":"Benchmarking"},{"key":"B72","doi-asserted-by":"publisher","first-page":"915","DOI":"10.1108\/IJRDM-07-2018-0127","article-title":"Making sense of consumers' tweets: sentiment outcomes for fast fashion retailers through Big Data analytics","volume":"47","author":"Pantano","year":"2019","journal-title":"Int. J. Retail Distrib. Manage."},{"key":"B73","doi-asserted-by":"publisher","first-page":"102096","DOI":"10.1016\/j.jretconser.2020.102096","article-title":"Forecasting artificial intelligence on online customer assistance: evidence from chatbot patents analysis","volume":"55","author":"Pantano","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"B74","doi-asserted-by":"publisher","first-page":"104120","DOI":"10.1016\/j.jretconser.2024.104120","article-title":"Impact of Gen-AI chatbots on consumer services experiences and behaviors: focusing on the sensation of awe and usage intentions through a cybernetic lens","volume":"82","author":"Pathak","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"B75","doi-asserted-by":"publisher","first-page":"01032","DOI":"10.1051\/itmconf\/20246801032","article-title":"The role of AI-driven social media marketing in shaping consumer purchasing behaviour: an empirical analysis of personalization, predictive analytics, and engagement","volume":"68","author":"Patil","year":"2024","journal-title":"ITM Web Conf."},{"key":"B76","doi-asserted-by":"publisher","first-page":"90","DOI":"10.1080\/13602381.2017.1357316","article-title":"A review of research on outward foreign direct investment from emerging countries, including China: what do we know, how do we know and where should we be heading?","volume":"24","author":"Paul","year":"2018","journal-title":"Asia Pac. Bus. Rev."},{"key":"B77","doi-asserted-by":"publisher","first-page":"101717","DOI":"10.1016\/j.ibusrev.2020.101717","article-title":"The art of writing literature review: what do we know and what do we need to know?","volume":"29","author":"Paul","year":"2020","journal-title":"Int. Bus. Rev."},{"key":"B78","doi-asserted-by":"publisher","first-page":"800","DOI":"10.1016\/j.jbusres.2020.04.017","article-title":"Five decades of research on foreign direct investment by MNEs: an overview and research agenda","volume":"124","author":"Paul","year":"2021","journal-title":"J. Bus. Res"},{"key":"B79","doi-asserted-by":"publisher","first-page":"O1","DOI":"10.1111\/ijcs.12695","article-title":"Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR)","volume":"45","author":"Paul","year":"2021","journal-title":"Int. J. Consum. Stud."},{"key":"B80","doi-asserted-by":"publisher","first-page":"327","DOI":"10.1016\/j.jwb.2017.01.003","article-title":"Exporting challenges of SMEs: a review and future research agenda","volume":"52","author":"Paul","year":"2017","journal-title":"J. World Bus."},{"key":"B81","doi-asserted-by":"publisher","first-page":"354","DOI":"10.1080\/08911762.2020.1765444","article-title":"A systematic literature review and bibliometric analysis of recycling behavior","volume":"33","author":"Phulwani","year":"2020","journal-title":"J. Glob. Mark."},{"key":"B82","doi-asserted-by":"publisher","first-page":"878","DOI":"10.1016\/j.jbusres.2020.11.006","article-title":"Artificial intelligence and the new forms of interaction: who has the control when interacting with a chatbot?","volume":"129","author":"Pizzi","year":"2021","journal-title":"J. Bus. Res."},{"key":"B83","doi-asserted-by":"publisher","first-page":"1","DOI":"10.3390\/publications9010012","article-title":"Web of science (WoS) and scopus: the titans of bibliographic information in today's academic world","volume":"9","author":"Pranckut","year":"2021","journal-title":"Publications"},{"key":"B84","doi-asserted-by":"publisher","first-page":"131","DOI":"10.1177\/0022242920953847","article-title":"Consumers and artificial intelligence: an experiential perspective","volume":"85","author":"Puntoni","year":"2021","journal-title":"J. Mark."},{"key":"B85","doi-asserted-by":"publisher","first-page":"104097","DOI":"10.1016\/j.jretconser.2024.104097","article-title":"Exploring consumer sentiments and opinions in wine E-commerce: a cross-country comparative study","volume":"82","author":"Rui","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"B86","doi-asserted-by":"publisher","first-page":"100268","DOI":"10.1016\/j.iedeen.2024.100268","article-title":"Examine the factors influencing the behavioral intention to use social commerce adoption and the role of AI in SC adoption","volume":"31","author":"Sadiq","year":"2025","journal-title":"Eur. Res. Manage. Bus. Econ."},{"key":"B87","doi-asserted-by":"publisher","first-page":"6793","DOI":"10.1080\/00207543.2021.1919333","article-title":"Big data analytics in manufacturing: a bibliometric analysis of research in the field of business management","volume":"60","author":"Sahoo","year":"2022","journal-title":"Int. J. Prod. Res."},{"key":"B88","doi-asserted-by":"publisher","first-page":"497","DOI":"10.1002\/mar.21756","article-title":"Social media engagement and real-time marketing: using net-effects and set-theoretic approaches to understand audience and content-related effects","volume":"40","author":"Santos","year":"2023","journal-title":"Psychol. Mark."},{"key":"B89","doi-asserted-by":"publisher","first-page":"64","DOI":"10.47577\/tssj.v55i1.10651","article-title":"Artificial intelligence in marketing communication: a comprehensive exploration of the integration and impact of AI","volume":"55","author":"Senyapar","year":"2024","journal-title":"Technium Soc. Sci. J."},{"key":"B90","doi-asserted-by":"publisher","first-page":"262","DOI":"10.3390\/systems13040262","article-title":"Advancing firm-level digital technology diffusion: a hybrid bibliometric and framework-based systematic literature review","volume":"13","author":"Shi","year":"2025","journal-title":"Systems"},{"key":"B91","doi-asserted-by":"publisher","DOI":"10.1108\/S2754-58652025000004B005","article-title":"Save today, secure tomorrow: a systematic review of literature on retirement planning behaviour using the TCM-ADO framework","author":"Singh","year":"2025","journal-title":"Emerald."},{"key":"B92","doi-asserted-by":"publisher","first-page":"102900","DOI":"10.1016\/j.jretconser.2021.102900","article-title":"Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention","volume":"66","author":"Song","year":"2022","journal-title":"J. Retail. Consum. Serv."},{"key":"B93","doi-asserted-by":"crossref","DOI":"10.1002\/9781119406341","volume-title":"Artificial Intelligence for Marketing: Practical Applications","author":"Sterne","year":"2017"},{"key":"B94","doi-asserted-by":"publisher","first-page":"156","DOI":"10.1093\/jcr\/ucw012","article-title":"An audience of one: behaviorally targeted ads as implied social labels","volume":"43","author":"Summers","year":"2016","journal-title":"J. Consum. Res."},{"key":"B95","doi-asserted-by":"publisher","first-page":"137","DOI":"10.1080\/14494035.2021.1928377","article-title":"Governance of artificial intelligence","volume":"40","author":"Taeihagh","year":"2021","journal-title":"Policy Soc."},{"key":"B96","doi-asserted-by":"publisher","first-page":"102718","DOI":"10.1016\/j.jretconser.2021.102718","article-title":"Exploring the impact of chatbots on consumer sentiment and expectations in retail","volume":"63","author":"Tran","year":"2021","journal-title":"J. Retail. Consum. Serv."},{"key":"B97","doi-asserted-by":"publisher","first-page":"889","DOI":"10.1016\/j.jbusres.2019.09.022","article-title":"Digital trans formation: a multidisciplinary reflection and research agenda","volume":"122","author":"Verhoef","year":"2021","journal-title":"J. Bus. Res."},{"key":"B98","doi-asserted-by":"publisher","first-page":"875","DOI":"10.1093\/jcr\/ucw070","article-title":"Unveiling what is written in the stars: analyzing explicit, implicit, and discourse patterns of sentiment in social media","volume":"43","author":"Villarroel Ordenes","year":"2017","journal-title":"J. Consum. Res."},{"key":"B99","doi-asserted-by":"publisher","first-page":"101299","DOI":"10.1016\/j.tmp.2024.101299","article-title":"The impact of default options on tourist intention post tourism chatbot failure: the role of service recovery and emoticon","volume":"53","author":"Wang","year":"2024","journal-title":"Tour. Manage. Perspect."},{"key":"B100","doi-asserted-by":"publisher","DOI":"10.1007\/s10551-025-06155-x","article-title":"When Consumer autonomy is compromised: adopting a dual-type view to understand AI-driven marketing and its impact on young consumers' ethical behavior","author":"Waqas","year":"2025","journal-title":"J. Bus. Ethics"},{"key":"B101","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/15332861.2025.2547067","article-title":"Global cultural convergence in social commerce: how platforms transform trust-building among Gen Z Consumers","volume":"24","author":"Whitwam","year":"2025","journal-title":"J. Internet Commer."},{"key":"B102","doi-asserted-by":"publisher","first-page":"102049","DOI":"10.1016\/j.techsoc.2022.102049","article-title":"Effects of different service failure types and recovery strategies on the consumer response mechanism of chatbots","volume":"70","author":"Xing","year":"2022","journal-title":"Technol. Soc."},{"key":"B103","doi-asserted-by":"publisher","first-page":"1","DOI":"10.4018\/JOEUC.368008","article-title":"The analysis of emotion-aware personalized recommendations via multimodal data fusion in the field of art","volume":"37","author":"Xiu","year":"2025","journal-title":"J. Organ. End User Comput."},{"key":"B104","doi-asserted-by":"publisher","first-page":"104388","DOI":"10.1016\/j.jretconser.2025.104388","article-title":"The power of emojis: enhancing the willingness to adopt chatbot recommendations","volume":"87","author":"Yan","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"B105","doi-asserted-by":"publisher","first-page":"2106282","DOI":"10.1080\/1331677X.2022.2106282","article-title":"Learning consumer preferences from online textual reviews and ratings based on the aggregation-disaggregation paradigm with attitudinal Choquet integral","volume":"36","author":"Yang","year":"2023","journal-title":"Econ. Res."},{"key":"B106","doi-asserted-by":"publisher","first-page":"11198","DOI":"10.1109\/TEM.2024.3413999","article-title":"Product attribute and heterogeneous sentiment analysis-based evaluation to support online personalized consumption decisions","volume":"71","author":"Yang","year":"2024","journal-title":"IEEE Trans. Eng. Manage."},{"key":"B107","doi-asserted-by":"publisher","first-page":"32","DOI":"10.3390\/jtaer20010032","article-title":"Understanding the influence of personalized recommendation on purchase intentions from a self-determination perspective: contingent upon product categories","volume":"20","author":"Zhao","year":"2025","journal-title":"J. Theor. Appl. Electr. Commer. Res."},{"key":"B108","doi-asserted-by":"publisher","first-page":"103779","DOI":"10.1016\/j.jretconser.2024.103779","article-title":"Informational or emotional? Exploring the relative effects of chatbots' self-recovery strategies on consumer satisfaction","volume":"78","author":"Zhou","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"B109","doi-asserted-by":"publisher","first-page":"321","DOI":"10.1007\/s11192-020-03387-8","article-title":"A tale of two databases: the use of Web of Science and Scopus in academic papers","volume":"123","author":"Zhu","year":"2020","journal-title":"Scientometrics"},{"key":"B110","doi-asserted-by":"publisher","first-page":"664","DOI":"10.3390\/info14120664","article-title":"Artificial intelligence in digital marketing: insights from a comprehensive review","volume":"14","author":"Ziakis","year":"2023","journal-title":"Information"},{"key":"B111","doi-asserted-by":"publisher","first-page":"429","DOI":"10.1177\/1094428114562629","article-title":"Bibliometric methods in management and organization","volume":"18","author":"Zupic","year":"2015","journal-title":"Organ. Res. Methods"}],"container-title":["Frontiers in Research Metrics and Analytics"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frma.2026.1914129\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,12]],"date-time":"2026-08-12T05:54:59Z","timestamp":1786514099000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frma.2026.1914129\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,12]]},"references-count":111,"alternative-id":["10.3389\/frma.2026.1914129"],"URL":"https:\/\/doi.org\/10.3389\/frma.2026.1914129","relation":{},"ISSN":["2504-0537"],"issn-type":[{"value":"2504-0537","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,12]]},"article-number":"1914129"}}