Transforming marketing landscapes: a systematic literature review of generative AI using the TCCM model framework
Year: 2025
Type: review
Study design: Systematic Review
Source: Management Review Quarterly
Authors: Akshara Prasanna, Bijay Prasad Kushwaha
Institution: Vellore Institute of Technology University
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W4406937656