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Artificial intelligence in innovative e-marketing

Iryna Gamova et al.

International Journal of Technology Marketing2025https://doi.org/10.1504/ijtmkt.2025.149429article
AJG 1ABDC C
Weight
0.50

What the paper says

Innovative e-marketing is in constant flux, adapting to changing consumer behaviours, technological advancements, and market dynamics. AI empowers marketers to make data-driven decisions, personalise customer experiences at scale, optimise advertising campaigns, and ultimately, enhance the overall customer journey. Therefore, this paper explores the impact of AI on innovative e-marketing. Another research question of this paper is what areas are attractive in marketing e-communications for the implementation of AI. For this purpose, we conducted an online survey on 132 marketers in Ukraine. Hypothesis testing is done by using partial least squares-structural equation modelling (PLS-SEM). The findings in this study confirm the existence of a positive and significant effect of AI on innovative e-marketing but should be implemented first in advertising - work with data; PR - monitoring of publicity; social networks - statistics generation. Several implications are also presented at the end of the paper.

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https://doi.org/https://doi.org/10.1504/ijtmkt.2025.149429

Or copy a formatted citation

@article{iryna2025,
  title        = {{Artificial intelligence in innovative e-marketing}},
  author       = {Iryna Gamova et al.},
  journal      = {International Journal of Technology Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijtmkt.2025.149429},
}

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Artificial intelligence in innovative e-marketing

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.