European Journal of Marketing: Volume 56 Issue 6

Guest editorial: Artificial intelligence as a market-facing technology: getting closer to the consumer through innovation and insight

Stuart Barnes, Ko de Ruyter

Using AI predicted personality to enhance advertising effectiveness

Michael Shumanov, Holly Cooper, Mike Ewing

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore…

Predicting crowdfunding success with visuals and speech in video ads and text ads

Osamah M. Al-Qershi, Junbum Kwon, Shuning Zhao, Zhaokun Li

For the case of many content features, This paper aims to investigate which content features in video and text ads more contribute to accurately predicting the success of…

Just walk out: the effect of AI-enabled checkouts

Yuanyuan (Gina) Cui, Patrick van Esch, Shailendra Pratap Jain

This paper aims to investigate the effect of artificial intelligence (AI)-enabled checkouts on consumers’ purchase intent and evaluations of the retailing atmosphere. It also…

“Hey Alexa–order groceries for me” – the effect of consumer–VAI emotional attachment on satisfaction and repurchase intention

Reema Singh

Given the growing prominence of voice-activated artificial intelligent devices (VAIs) as the strategic market-facing technology for grocery purchases, this article aims to bring…

Unreal influence: leveraging AI in influencer marketing

Sean Sands, Colin L. Campbell, Kirk Plangger, Carla Ferraro

This paper aims to examine how consumers respond to social media influencers that are created through artificial intelligence (AI) and compares effects to traditional (human…

Antecedents and consequences of chatbot initial trust

Rania Badr Mostafa, Tamara Kasamani

Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to…