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Factors driving the adoption of AI-powered marketing in financial services: a practitioner field study

Srikrishna Chintalapati & Shivendra Kumar Pandey

DECISION: Official journal of indian institute of management calcutta2025https://doi.org/10.1007/s40622-025-00429-zarticle
ABDC C
Weight
0.46

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4 citations

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https://doi.org/https://doi.org/10.1007/s40622-025-00429-z

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@article{srikrishna2025,
  title        = {{Factors driving the adoption of AI-powered marketing in financial services: a practitioner field study}},
  author       = {Srikrishna Chintalapati & Shivendra Kumar Pandey},
  journal      = {DECISION: Official journal of indian institute of management calcutta},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s40622-025-00429-z},
}

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Factors driving the adoption of AI-powered marketing in financial services: a practitioner field study

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Evidence weight

0.46

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

F · citation impact0.37 × 0.4 = 0.15
M · momentum0.60 × 0.15 = 0.09
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.