Artificial intelligence-assisted sustainable marketing : Contribution and agenda for research

Abstract
This study employed a systematic literature review to provide a holistic and structured understanding of the research on AI-assisted sustainable marketing. First, we classified the extant studies on AI-assisted sustainable marketing into the levels of weak (or pragmatic) sustainability and strong (or radical) sustainability and into the categories of auxiliary, reformative and transformative sustainability marketing. The level of sustainability and categories of sustainability marketing allow for a critical evaluation of the extent to which AI contributes to sustainable marketing. Second, we assessed the merits and risks AI-assisted sustainable marketing contributes to sustainable development via the Sustainable Development Goals. Third, we identified underdeveloped and thus promising areas for future research in AI-assisted sustainable marketing.
Main Authors
Format
Conferences Conference paper
Published
2023
Series
Subjects
Publication in research information system
Publisher
European Marketing Academy
Original source
https://proceedings.emac-online.org/pdfs/A2023-113935.pdf
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-202401111186Use this for linking
Review status
Peer reviewed
ISSN
1027-3395
Conference
52nd Annual EMAC Conference
Language
English
Published in
Proceedings of the European Marketing Academy
Is part of publication
Proceedings of the European Marketing Academy
Citation
  • Do, J., Uusitalo, O., Skippari, M., & Salimi, M. (2023). Artificial intelligence-assisted sustainable marketing : Contribution and agenda for research. In Proceedings of the European Marketing Academy (EMAC 2023 Annual, Article 113935). European Marketing Academy. Proceedings of the European Marketing Academy. https://proceedings.emac-online.org/pdfs/A2023-113935.pdf
License
In CopyrightOpen Access
Copyright© 2023 European Marketing Academy

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