Artificial intelligence application in interactive marketing


Submission window: 1 July 2022 - 1 October 2022


Wang (2021) defines interactive marketing as “the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction”. Technology advancement, platform revolution, and social media have reshaped the field of interactive marketing. Technology advancement such as artificial intelligence (AI) has largely redefined consumer-brand interactive relations and facilitated shopping experience (Flavián, Ibáñez-Sánchez and Orús, 2019).

Artificial intelligence is defined as “the ability of a system to correctly interpret external data, learn from such data, and use these learnings to achieve specific goals and tasks through flexible adaptation” (Kaplan and Haenlein 2019, p.17). Artificial intelligence not only brings new opportunities, but also faces new challenges. It will have a huge impact on the future of the business world and society at large (Kaplan and Haenlein 2020).

For example, with the support of artificial intelligence, chatbots have been recognized as one of the key innovations in interactive marketing that marks a new era in how brands interact with consumers (Tsai et al., 2021). Chatbots are highly interactive and have become an indispensable part of today's interactive marketing practice. They can not only provide 24/7 service to respond to consumers in real time, but also provide personalized content to engage consumers on a deeper level. Artificial intelligence applications and improvements enable companies to remain competitive, therefore, many companies have invested in it to facilitate various marketing-related tasks, such as chatbots, customer journey optimization, customer relationship management, image recognition, profiling, and strategic planning (Hsieh and Lee, 2021; Mustak et al., 2021; Tsai et al., 2021). This is an important topic that is currently being explored more by both academia and practitioners. 

Despite the increasing research on AI, marketers still lack a cohesive understanding of how artificial intelligence is applied and how it should be applied in the future in interactive marketing. Extant marketing studies use AI as an umbrella term covering machine learning, service robots, automation, big data, neural network, natural language processing, and the Internet of things (IoT) (Mustak et al., 2021). To seek current and in-depth understandings of important topics in this area, this special Issue calls for artificial intelligence application within the domain of interactive marketing. All submissions to this special issue must have a focus on artificial intelligence application in the context of interactive marketing.

Potential Topics

Potential topics include, but not limited to, the followings (Mustak et al., 2021; Wang, 2021):

  • Applying newly developed AI technologies in interactive marketing;
  • Investigating the impact of AI on customer behaviors and interactivities in social media networks and varying electronic platforms;
  • Looking into AI interactive marketing experience in online, multichannel, and omnichannel activities;
  • Inspecting the influence of AI on customer engagement, relationship, and experience;
  • Understanding the strategic applications of AI in different stages of customer journey;
  • Using AI for brand management and understanding consumer sentiments;
  • Measuring and evaluating the effectiveness of AI across varying business practices and activities in the context of interactive marketing;
  • Identifying and exploring emerging issues and newly developed applications associated with the rapidly expanding field of AI in the context of interactive marketing;
  • Scrutinizing the potential dark side of applying AI interactive and personalized technologies that influence privacy, security, and consumerism;
  • Developing cost-effective AI-enabled marketing strategies.

Submission Details:

Submission window 1 July 2022 – 1 October 2022

Prior to submission, please review the JRIM author guidelines at and submit online at . Please ensure you select this special issue from the drop-down menu when you submit. Closing Date for Submissions: 1 October 2022.

For questions regarding the content of this special issue, please contact the guest editors:

Professor Andy Hao, University of Hartford, USA, [email protected]

Dr Hongfei Liu, University of Southampton, UK, [email protected]


About the guest editors:

Andy Hao is a Professor of Marketing in Barney School of Business at the University of Hartford in the United States. His research has been published in premier journals such as European Journal of Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and Journal of Business Research, among others. His current research interests include interactive marketing, cross-cultural consumer behavior, branding and marketing strategy. Contact: [email protected].

Hongfei Liu is a Lecturer (Assistant Professor) in Marketing at Southampton Business School, University of Southampton, UK. Hongfei’s research interests include digital marketing and social media, service marketing and strategic marketing management. His work has been published in leading journals, including Tourism Management, Journal of Business Research, Journal of Business Ethics, and Industrial Marketing Management, among others. Contact: [email protected].


Flavián, C., Ibáñez-Sánchez, S. and Orús, C. (2019), “The impact of virtual, augmented and mixed reality technologies on the customer experience”, Journal of Business Research, Vol. 100, July, pp. 547-560.

Hsieh, S.H. and Lee, C. T. (2021), Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker, Journal of Research in Interactive Marketing, Vol. 15 No. 2, pp. 267-294.

Kaplan, A. and Haenlein, M. (2019) Siri, Siri in my Hand, who is the Fairest in the Land? On the Interpretations, Illustrations and Implications of Artificial Intelligence, Business Horizons, 62(1), 15-25.

Kaplan, A. and Haenlein, M. (2020) Rulers of the world, unite! The challenges and opportunities of artificial intelligence, Business Horizons, 63 (1), 37-50.

Mustak, M., Salminen, J., Plé, L. and Wirtz, J. (2021), “Artificial Intelligence in Marketing: Bibliometric Analysis, Topic Modeling and Research Agenda”, Journal of Business Research, 124 (4), 389-404.

Tsai, W.-H.S., Liu, Y. and Chuan, C.-H. (2021), "How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print.

Wang, C. L. (2021), " New frontiers and future directions in interactive marketing", Journal of Research in Interactive Marketing, 15 (1), 1-9.