research
find my published works
Full-texts or accepted manuscripts may be available in the links section (under each entry), depending on the type of licensing agreement with the Publishers. I recommend that you follow the DOI link to access the version of records.
1.
Pereira, Miguel Cachulo; Bacalhau, Lara Mendes
Scroll, watch, travel: an integrative framework of short-form video influence in destination marketing and place branding Journal Article
In: Place Brand and Public Diplomacy, 2026, ISSN: 1751-8059, (Scopus/SJR: Q2).
@article{CachuloPereira2026,
title = {Scroll, watch, travel: an integrative framework of short-form video influence in destination marketing and place branding},
author = {Miguel Cachulo Pereira and Lara Mendes Bacalhau},
doi = {10.1057/s41254-026-00443-7},
issn = {1751-8059},
year = {2026},
date = {2026-05-11},
urldate = {2026-05-11},
journal = {Place Brand and Public Diplomacy},
publisher = {Springer Science and Business Media LLC},
abstract = {This study systematically reviews empirical research on short-form video platforms in destination marketing and place branding to examine how these platforms shape tourists’ attitudes, electronic word-of-mouth, and behavioral intentions. Following PRISMA 2020 guidelines, 33 empirical studies published between 2022 and 2025 were identified from Scopus and Web of Science and synthesized through thematic analysis. Seven themes emerged: technology acceptance and platform adoption; source credibility and influencer persona; content characteristics and cognitive-affective processing; parasocial and relational mechanisms; content source and format contingencies; generational and individual-difference moderators; and engagement dynamics in platform-native data. These themes are organized into a four-stage integrative framework (platform entry, stimulus encoding, psychological processing, and behavioral response), that maps the sequential and contingent relationships among constructs drawn from Technology Acceptance Model (TAM)/Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), source credibility, Stimulus-Organism-Response (S-O-R), parasocial interaction, and mental imagery theories. The framework’s primary contribution is connecting these theoretical constructs, which prior studies have used separately, into a unified processing architecture, showing how they interact within a structured processing sequence rather than operating as isolated explanatory lenses, while identifying critical gaps: the absence of observed tourist behavior, destination image as an outcome, and negative processing mechanisms. By integrating these strands, the study provides a structured basis for future empirical testing and offers managerially relevant insights for destination promotion in short-form video environments.},
note = {Scopus/SJR: Q2},
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pubstate = {published},
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}
This study systematically reviews empirical research on short-form video platforms in destination marketing and place branding to examine how these platforms shape tourists’ attitudes, electronic word-of-mouth, and behavioral intentions. Following PRISMA 2020 guidelines, 33 empirical studies published between 2022 and 2025 were identified from Scopus and Web of Science and synthesized through thematic analysis. Seven themes emerged: technology acceptance and platform adoption; source credibility and influencer persona; content characteristics and cognitive-affective processing; parasocial and relational mechanisms; content source and format contingencies; generational and individual-difference moderators; and engagement dynamics in platform-native data. These themes are organized into a four-stage integrative framework (platform entry, stimulus encoding, psychological processing, and behavioral response), that maps the sequential and contingent relationships among constructs drawn from Technology Acceptance Model (TAM)/Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), source credibility, Stimulus-Organism-Response (S-O-R), parasocial interaction, and mental imagery theories. The framework’s primary contribution is connecting these theoretical constructs, which prior studies have used separately, into a unified processing architecture, showing how they interact within a structured processing sequence rather than operating as isolated explanatory lenses, while identifying critical gaps: the absence of observed tourist behavior, destination image as an outcome, and negative processing mechanisms. By integrating these strands, the study provides a structured basis for future empirical testing and offers managerially relevant insights for destination promotion in short-form video environments.
2.
Pereira, Miguel Cachulo; Bacalhau, Lara Mendes
Driving Engagement and Loyalty Through Customer-Centric Digital Marketing Book
IGI Global, 2026, ISBN: 979-833734664-9; 979-833734664-9, (Cited by: 0).
@book{Pereira20261,
title = {Driving Engagement and Loyalty Through Customer-Centric Digital Marketing},
author = {Miguel Cachulo Pereira and Lara Mendes Bacalhau},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105030896262&doi=10.4018%2f979-8-3373-4662-5&partnerID=40&md5=ea614f72ff9da4f3084b7edd61e3c573},
doi = {10.4018/979-8-3373-4662-5},
isbn = {979-833734664-9; 979-833734664-9},
year = {2026},
date = {2026-01-01},
journal = {Driving Engagement and Loyalty Through Customer-Centric Digital Marketing},
pages = {1 – 360},
publisher = {IGI Global},
abstract = {In an era of constant connectivity, customer engagement and loyalty have become a challenge for modern businesses. Customer-centric digital marketing shifts the focus from one-way promotion to personalized interactions that place customer preferences and experiences at the core of business strategy. By leveraging data analytics, content marketing, and AI-driven personalization, organizations can create relevant and timely touchpoints across the customer journey. This approach may help strengthen emotional connection and trust while fostering long-term loyalty. Driving Engagement and Loyalty Through Customer-Centric Digital Marketing explores how digital marketing creates a relationship intersection in which sustained engagement and loyalty are the principal determinants. It examines how brands attract and engage with digital marketing. Covering topics such as digital marketing, consumer behavior, and brand loyalty, this book is an excellent resource for marketers, researchers, academicians, business organizations, and data scientists. © 2026 by IGI Global Scientific Publishing. All rights reserved.},
note = {Cited by: 0},
keywords = {},
pubstate = {published},
tppubtype = {book}
}
In an era of constant connectivity, customer engagement and loyalty have become a challenge for modern businesses. Customer-centric digital marketing shifts the focus from one-way promotion to personalized interactions that place customer preferences and experiences at the core of business strategy. By leveraging data analytics, content marketing, and AI-driven personalization, organizations can create relevant and timely touchpoints across the customer journey. This approach may help strengthen emotional connection and trust while fostering long-term loyalty. Driving Engagement and Loyalty Through Customer-Centric Digital Marketing explores how digital marketing creates a relationship intersection in which sustained engagement and loyalty are the principal determinants. It examines how brands attract and engage with digital marketing. Covering topics such as digital marketing, consumer behavior, and brand loyalty, this book is an excellent resource for marketers, researchers, academicians, business organizations, and data scientists. © 2026 by IGI Global Scientific Publishing. All rights reserved.
3.
Neves, Joana Raquel; Bacalhau, Lara Mendes; Pereira, Miguel Cachulo
Play to Keep: A Systematic Literature Review and Integrative Framework for Advergames in Brand Experiences Book Chapter
In: pp. 69 – 104, IGI Global, 2026, ISBN: 979-833734664-9; 979-833734664-9.
@inbook{Neves202669,
title = {Play to Keep: A Systematic Literature Review and Integrative Framework for Advergames in Brand Experiences},
author = {Joana Raquel Neves and Lara Mendes Bacalhau and Miguel Cachulo Pereira},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105030899683&doi=10.4018%2f979-8-3373-4662-5.ch003&partnerID=40&md5=45cbe5f307c5db27ef00a2f77e0f81fa},
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isbn = {979-833734664-9; 979-833734664-9},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Driving Engagement and Loyalty Through Customer-Centric Digital Marketing},
pages = {69 – 104},
publisher = {IGI Global},
abstract = {Digital branding has developed new forms of immersive space for consumers and entertainment. Advergames are a subset of this change, providing highly interactive and gamified experiences that incorporate brand messages into the gameplay. These formats are practical depending on a variety of variables, including game design, brand integration, and other factors. This chapter applies a literature review to understand the effect of advergames on consumer perception, brand attitude, and behavioral outcomes. Based on the PRISMA protocol, 35 peer- reviewed articles were selected and synthesized using a visual and thematic analysis. The results indicate that the advergames have a psychological effect on the users, including flow, narrative engagement, and affective transfer, which eventually influence brand recall, preference, and purchase intention. This review adds a systematic review of the field, providing theoretical perspectives and practical implications for future research. The study provides a foundation for developing knowledge on advergames as a tool for brand messaging. © 2026 by IGI Global Scientific Publishing. All rights reserved.},
keywords = {},
pubstate = {published},
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}
Digital branding has developed new forms of immersive space for consumers and entertainment. Advergames are a subset of this change, providing highly interactive and gamified experiences that incorporate brand messages into the gameplay. These formats are practical depending on a variety of variables, including game design, brand integration, and other factors. This chapter applies a literature review to understand the effect of advergames on consumer perception, brand attitude, and behavioral outcomes. Based on the PRISMA protocol, 35 peer- reviewed articles were selected and synthesized using a visual and thematic analysis. The results indicate that the advergames have a psychological effect on the users, including flow, narrative engagement, and affective transfer, which eventually influence brand recall, preference, and purchase intention. This review adds a systematic review of the field, providing theoretical perspectives and practical implications for future research. The study provides a foundation for developing knowledge on advergames as a tool for brand messaging. © 2026 by IGI Global Scientific Publishing. All rights reserved.
4.
Pessoa, Beatriz; Santos, Solange; Graça, Ana Cristina; Pereira, Miguel Cachulo; Bacalhau, Lara Mendes; Neves, Joana
Influencer Marketing Effects on Gen Z in Masstige Fashion: A Systematic Review Proceedings Article
In: J.L., Reis; C., Ruiz-Mafé; M.K., Peter; L.P., Reis (Ed.): pp. 654 – 663, Springer Science and Business Media Deutschland GmbH, 2026, ISSN: 21903018, (Conference name: International Conference on Marketing and Technologies, ICMarkTech 2025; Conference date: 27 November 2025 through 29 November 2025; Conference code: 350339).
@inproceedings{Pessoa2026654,
title = {Influencer Marketing Effects on Gen Z in Masstige Fashion: A Systematic Review},
author = {Beatriz Pessoa and Solange Santos and Ana Cristina Graça and Miguel Cachulo Pereira and Lara Mendes Bacalhau and Joana Neves},
editor = {Reis J.L. and Ruiz-Mafé C. and Peter M.K. and Reis L.P.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105037443325&doi=10.1007%2f978-3-032-16288-5_46&partnerID=40&md5=c33146bfb6dbcb9626f4262357449af7},
doi = {10.1007/978-3-032-16288-5_46},
issn = {21903018},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Smart Innovation, Systems and Technologies},
volume = {474 SIST},
pages = {654 – 663},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {With budgets shifting to creators, marketers need a reliable map of the levers that drive Gen Z purchases, particularly in the competitive masstige fashion sector. This systematic literature review synthesizes 17 peer-reviewed studies (2019–2025) on how influencer marketing drives Gen Z purchase behavior in masstige fashion. The study maps mechanisms linking creator attributes, content formats, and platform dynamics to perceived value, trust, parasocial closeness, social proof, and FOMO, translating engagement into purchase intention, eWOM, and loyalty. Results highlight creator–brand fit, authenticity, and platform-native storytelling as the most consistent levers. Managerially, brands should prioritize credible creators, value-rich narratives, and transparent “drop” mechanics. Managerial implications are provided, and research possibilities are presented to advance the field. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.},
note = {Conference name: International Conference on Marketing and Technologies, ICMarkTech 2025; Conference date: 27 November 2025 through 29 November 2025; Conference code: 350339},
keywords = {},
pubstate = {published},
tppubtype = {inproceedings}
}
With budgets shifting to creators, marketers need a reliable map of the levers that drive Gen Z purchases, particularly in the competitive masstige fashion sector. This systematic literature review synthesizes 17 peer-reviewed studies (2019–2025) on how influencer marketing drives Gen Z purchase behavior in masstige fashion. The study maps mechanisms linking creator attributes, content formats, and platform dynamics to perceived value, trust, parasocial closeness, social proof, and FOMO, translating engagement into purchase intention, eWOM, and loyalty. Results highlight creator–brand fit, authenticity, and platform-native storytelling as the most consistent levers. Managerially, brands should prioritize credible creators, value-rich narratives, and transparent “drop” mechanics. Managerial implications are provided, and research possibilities are presented to advance the field. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
5.
Pereira, Miguel Cachulo; Neves, Joana; Bacalhau, Lara Mendes
AI in Search—Redefining SEO in Digital Marketing Strategy and Practices Proceedings Article
In: A., Bahaaeddin; A., Hamdan (Ed.): pp. 237 – 247, Springer Science and Business Media Deutschland GmbH, 2026, ISSN: 23673370, (Conference name: International Conference on Business and Technology, ICBT 2025; Conference date: 12 April 2025 through 13 April 2025; Conference code: 342539).
@inproceedings{Pereira2026237,
title = {AI in Search—Redefining SEO in Digital Marketing Strategy and Practices},
author = {Miguel Cachulo Pereira and Joana Neves and Lara Mendes Bacalhau},
editor = {Bahaaeddin A. and Hamdan A.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105021809425&doi=10.1007%2f978-3-032-00329-4_21&partnerID=40&md5=78c5a7575c6d3747708356778c9ff257},
doi = {10.1007/978-3-032-00329-4_21},
issn = {23673370},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Lecture Notes in Networks and Systems},
volume = {1570 LNNS},
pages = {237 – 247},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Customers are moving from traditional search engine (SE) behavior to generative artificial intelligence-based platforms, disrupting search engine optimization (SEO) practices for digital marketers. This paper employs an exploratory systematic literature review to analyze insights from 19 studies examining artificial intelligence (AI) in SEO practices. The discourse is focused on four key themes: content optimization, keyword strategy, user behavior prediction, and technical SEO advancements, contributing to improved SE rankings and user experiences. However, ethical concerns about transparency, data privacy, and algorithmic accountability persist, demanding attention. Future research directions include exploring multilingual SEO strategies, enhancing cross-cultural content relevance, and addressing the ethical implications of AI in digital marketing (DM). © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.},
note = {Conference name: International Conference on Business and Technology, ICBT 2025; Conference date: 12 April 2025 through 13 April 2025; Conference code: 342539},
keywords = {},
pubstate = {published},
tppubtype = {inproceedings}
}
Customers are moving from traditional search engine (SE) behavior to generative artificial intelligence-based platforms, disrupting search engine optimization (SEO) practices for digital marketers. This paper employs an exploratory systematic literature review to analyze insights from 19 studies examining artificial intelligence (AI) in SEO practices. The discourse is focused on four key themes: content optimization, keyword strategy, user behavior prediction, and technical SEO advancements, contributing to improved SE rankings and user experiences. However, ethical concerns about transparency, data privacy, and algorithmic accountability persist, demanding attention. Future research directions include exploring multilingual SEO strategies, enhancing cross-cultural content relevance, and addressing the ethical implications of AI in digital marketing (DM). © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
6.
Neves, Joana; Pereira, Miguel Cachulo; Bacalhau, Lara Mendes
In: vol. 238, pp. 499 – 509, Springer Science and Business Media Deutschland GmbH, 2026, ISSN: 21984182.
@inbook{Neves2026499,
title = {AI Hallucinations on Marketing: A Systematic Review of Risks, Impacts, and Mitigation Strategies and Future Directions},
author = {Joana Neves and Miguel Cachulo Pereira and Lara Mendes Bacalhau},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105027265242&doi=10.1007%2f978-3-031-85398-2_44&partnerID=40&md5=2e762aa7c779f2a469e581e34de50ebd},
doi = {10.1007/978-3-031-85398-2_44},
issn = {21984182},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Studies in Systems, Decision and Control},
volume = {238},
pages = {499 – 509},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Integrating Large Language Models (LLM) like ChatGPT in marketing practices is transforming the field because of the ability of such technologies to allow for personalized experiences and enhanced brand engagement. Apart from the emerging possibilities, some concerns are being raised, one of them being AI hallucinations (AIH), present in the results of such models, which can present risks to marketing outcomes, including damaging brand image and consumer trust. This study aims to shed light on AIH's impact on content accuracy and consumer behavior by performing a systematic literature review. The findings highlight increased customer complaints and harm to brand perception. To mitigate these risks, strategies like human-in-the-loop (HITL) systems and retrieval-augmented generation (RAG) models are recommended, with a call for further research to improve LLM robustness and protect the integrity of AI-generated content. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.},
keywords = {},
pubstate = {published},
tppubtype = {inbook}
}
Integrating Large Language Models (LLM) like ChatGPT in marketing practices is transforming the field because of the ability of such technologies to allow for personalized experiences and enhanced brand engagement. Apart from the emerging possibilities, some concerns are being raised, one of them being AI hallucinations (AIH), present in the results of such models, which can present risks to marketing outcomes, including damaging brand image and consumer trust. This study aims to shed light on AIH's impact on content accuracy and consumer behavior by performing a systematic literature review. The findings highlight increased customer complaints and harm to brand perception. To mitigate these risks, strategies like human-in-the-loop (HITL) systems and retrieval-augmented generation (RAG) models are recommended, with a call for further research to improve LLM robustness and protect the integrity of AI-generated content. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
7.
Pinhal, Rúben; Pereira, Miguel Cachulo
Loyalty in Your Pocket: The Case of Cartão Continente Mobile App Proceedings Article
In: A., Rocha; C.J., Costa; F., García Peñalvo; R., Gonçalves (Ed.): pp. 338 – 345, Springer Science and Business Media Deutschland GmbH, 2026, ISSN: 23673370, (Conference name: 20th Iberian Conference on Information Systems and Technologies, CISTI 2025; Conference date: 16 June 2025 through 19 June 2025; Conference code: 345339).
@inproceedings{Pinhal2026338,
title = {Loyalty in Your Pocket: The Case of Cartão Continente Mobile App},
author = {Rúben Pinhal and Miguel Cachulo Pereira},
editor = {Rocha A. and Costa C.J. and García Peñalvo F. and Gonçalves R.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105028254730&doi=10.1007%2f978-3-032-10728-2_30&partnerID=40&md5=ba0d47cc7c6765a1275e0a4a890e9a30},
doi = {10.1007/978-3-032-10728-2_30},
issn = {23673370},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Lecture Notes in Networks and Systems},
volume = {1719 LNNS},
pages = {338 – 345},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {This study investigates the impact of branded mobile applications on brand loyalty, using the “Cartão Continente” app as a case study. In an increasingly digital era, where interactive communication and consumer empowerment are paramount, mobile applications have emerged as a critical tool for promoting brand-consumer relationships. Despite the growing importance of branded apps, few studies explore the distinctive characteristics that make them effective in driving loyalty. This research aims to fill this gap by examining the relationships between perceived benefits, engagement, satisfaction, perceived quality, information quality, positive word-of-mouth, and their influence on brand loyalty. Data were collected through an online questionnaire distributed to 441 respondents, with 372 valid responses analyzed using IBM SPSS 27. The sample predominantly consisted of women aged 18–24 residing in Portugal and with higher education qualifications. Results from linear regression analysis revealed that satisfaction and engagement significantly impact loyalty, while perceived benefits and perceived quality showed no statistically significant relationship. Additionally, information quality positively influenced app usage, and loyalty was strongly associated with positive word-of-mouth. Key findings highlight consumer value features such as discount coupons, product search functionality, and shopping lists, while games and social media sharing were deemed less important. The study concludes that branded apps can enhance loyalty by focusing on information quality, customer engagement, and satisfaction. However, limitations include the study's reliance on a specific app and a relatively small sample of active users. Future research should explore the characteristics of mobile applications that drive loyalty across different demographics and sectors, providing deeper insights into consumer-brand relationships in the digital age. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.},
note = {Conference name: 20th Iberian Conference on Information Systems and Technologies, CISTI 2025; Conference date: 16 June 2025 through 19 June 2025; Conference code: 345339},
keywords = {},
pubstate = {published},
tppubtype = {inproceedings}
}
This study investigates the impact of branded mobile applications on brand loyalty, using the “Cartão Continente” app as a case study. In an increasingly digital era, where interactive communication and consumer empowerment are paramount, mobile applications have emerged as a critical tool for promoting brand-consumer relationships. Despite the growing importance of branded apps, few studies explore the distinctive characteristics that make them effective in driving loyalty. This research aims to fill this gap by examining the relationships between perceived benefits, engagement, satisfaction, perceived quality, information quality, positive word-of-mouth, and their influence on brand loyalty. Data were collected through an online questionnaire distributed to 441 respondents, with 372 valid responses analyzed using IBM SPSS 27. The sample predominantly consisted of women aged 18–24 residing in Portugal and with higher education qualifications. Results from linear regression analysis revealed that satisfaction and engagement significantly impact loyalty, while perceived benefits and perceived quality showed no statistically significant relationship. Additionally, information quality positively influenced app usage, and loyalty was strongly associated with positive word-of-mouth. Key findings highlight consumer value features such as discount coupons, product search functionality, and shopping lists, while games and social media sharing were deemed less important. The study concludes that branded apps can enhance loyalty by focusing on information quality, customer engagement, and satisfaction. However, limitations include the study's reliance on a specific app and a relatively small sample of active users. Future research should explore the characteristics of mobile applications that drive loyalty across different demographics and sectors, providing deeper insights into consumer-brand relationships in the digital age. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
8.
Santos, Sara; Pereira, Miguel Cachulo; Salvador, Daniel; Vaz, Mariana; Ramos, Luís
Loyalty in Play: A Systematic Review and Empirical Analysis of the Impact of Digital Strategies on Fan Retention Book Chapter
In: pp. 283 – 310, IGI Global, 2026, ISBN: 979-833734664-9; 979-833734664-9.
@inbook{Santos2026283,
title = {Loyalty in Play: A Systematic Review and Empirical Analysis of the Impact of Digital Strategies on Fan Retention},
author = {Sara Santos and Miguel Cachulo Pereira and Daniel Salvador and Mariana Vaz and Luís Ramos},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105030904951&doi=10.4018%2f979-8-3373-4662-5.ch009&partnerID=40&md5=fd846b9908077137c46b81065ba9dbc9},
doi = {10.4018/979-8-3373-4662-5.ch009},
isbn = {979-833734664-9; 979-833734664-9},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Driving Engagement and Loyalty Through Customer-Centric Digital Marketing},
pages = {283 – 310},
publisher = {IGI Global},
abstract = {As the sports industry expands its cultural and economic significance, digital platforms have become essential arenas for communication and engagement, enabling clubs to build meaningful connections with their audiences. This research addresses how digital marketing strategies influence fan identity and loyalty within online communities, emphasising the importance of authentic and personalised content. Methodologically, the study combines a systematic literature review with an empirical analysis that contrasts the effects of commercial versus emotional digital content on fan behaviour. The empirical findings reveal that emotionally charged narratives resonate more strongly with fans, enhancing their sense of closeness and commitment to their teams. This heightened emotional engagement translates into increased intention to follow, support, and purchase merchandise, highlighting the commercial potential of emotionally driven marketing.The results support that while commercial messaging holds value and genuine storytelling fosters enduring fan loyalty and a strong brand relationship. © 2026 by IGI Global Scientific Publishing. All rights reserved.},
keywords = {},
pubstate = {published},
tppubtype = {inbook}
}
As the sports industry expands its cultural and economic significance, digital platforms have become essential arenas for communication and engagement, enabling clubs to build meaningful connections with their audiences. This research addresses how digital marketing strategies influence fan identity and loyalty within online communities, emphasising the importance of authentic and personalised content. Methodologically, the study combines a systematic literature review with an empirical analysis that contrasts the effects of commercial versus emotional digital content on fan behaviour. The empirical findings reveal that emotionally charged narratives resonate more strongly with fans, enhancing their sense of closeness and commitment to their teams. This heightened emotional engagement translates into increased intention to follow, support, and purchase merchandise, highlighting the commercial potential of emotionally driven marketing.The results support that while commercial messaging holds value and genuine storytelling fosters enduring fan loyalty and a strong brand relationship. © 2026 by IGI Global Scientific Publishing. All rights reserved.
9.
Pereira, Gonçalo Braga; Ferreira, Diogo Vaz; Santos, Diogo Neves; Pereira, Miguel Cachulo; Bacalhau, Lara Mendes
Artificial Intelligence in E-Commerce and Its Impact on Consumer Behavior Proceedings Article
In: A., Rocha; C.J., Costa; F., García Peñalvo; R., Gonçalves (Ed.): pp. 410 – 422, Springer Science and Business Media Deutschland GmbH, 2026, ISSN: 23673370, (Conference name: 20th Iberian Conference on Information Systems and Technologies, CISTI 2025; Conference date: 16 June 2025 through 19 June 2025; Conference code: 345339).
@inproceedings{Pereira2026410,
title = {Artificial Intelligence in E-Commerce and Its Impact on Consumer Behavior},
author = {Gonçalo Braga Pereira and Diogo Vaz Ferreira and Diogo Neves Santos and Miguel Cachulo Pereira and Lara Mendes Bacalhau},
editor = {Rocha A. and Costa C.J. and García Peñalvo F. and Gonçalves R.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105028266426&doi=10.1007%2f978-3-032-10728-2_37&partnerID=40&md5=83d9a035b2d7ef15e867aa15bc44abf2},
doi = {10.1007/978-3-032-10728-2_37},
issn = {23673370},
year = {2026},
date = {2026-01-01},
urldate = {2026-01-01},
journal = {Lecture Notes in Networks and Systems},
volume = {1719 LNNS},
pages = {410 – 422},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Artificial Intelligence (AI) is reshaping e-commerce, transforming how consumers interact with online platforms and make purchasing decisions. This study conducts a systematic literature review (SLR) using the PRISMA methodology, analyzing research published between 2020 and 2025 to examine AI’s impact on consumer behavior in e-commerce. The findings indicate that AI enhances customer engagement, improves sales conversion rates, and strengthens fraud detection mechanisms. However, concerns regarding algorithmic bias, data privacy violations, and lack of transparency pose significant challenges. The uneven accessibility and implementation of AI technologies contribute to digital inequality, reinforcing disparities across regions and demographics. The study highlights the urgent need for robust regulatory frameworks to ensure ethical AI deployment while maximizing its benefits. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.},
note = {Conference name: 20th Iberian Conference on Information Systems and Technologies, CISTI 2025; Conference date: 16 June 2025 through 19 June 2025; Conference code: 345339},
keywords = {},
pubstate = {published},
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Artificial Intelligence (AI) is reshaping e-commerce, transforming how consumers interact with online platforms and make purchasing decisions. This study conducts a systematic literature review (SLR) using the PRISMA methodology, analyzing research published between 2020 and 2025 to examine AI’s impact on consumer behavior in e-commerce. The findings indicate that AI enhances customer engagement, improves sales conversion rates, and strengthens fraud detection mechanisms. However, concerns regarding algorithmic bias, data privacy violations, and lack of transparency pose significant challenges. The uneven accessibility and implementation of AI technologies contribute to digital inequality, reinforcing disparities across regions and demographics. The study highlights the urgent need for robust regulatory frameworks to ensure ethical AI deployment while maximizing its benefits. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
10.
Pereira, Miguel Cachulo; Marques, Susana
The Role and Relevance of Customer Data Platforms in Marketing–A Systematic Literature Review Book Chapter
In: vol. 291, pp. 531 – 541, Springer Science and Business Media Deutschland GmbH, 2025, ISSN: 21984182.
@inbook{Pereira2025531,
title = {The Role and Relevance of Customer Data Platforms in Marketing–A Systematic Literature Review},
author = {Miguel Cachulo Pereira and Susana Marques},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105027062973&doi=10.1007%2f978-3-031-87372-0_46&partnerID=40&md5=c84177b4ca337f91f96e54d732c0e7a7},
doi = {10.1007/978-3-031-87372-0_46},
issn = {21984182},
year = {2025},
date = {2025-01-01},
urldate = {2025-01-01},
journal = {Studies in Systems, Decision and Control},
volume = {291},
pages = {531 – 541},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {As businesses and marketers adapt to a rapidly evolving omnichannel context, Customer Data Platforms (CDPs) appear as important technological tools to provide a unified view of customers by consolidating fragmented data across multiple touchpoints, enabling data-driven marketing strategies. This study reviews recent studies to investigate the role and relevance of CDPs in marketing, which is still an underrepresented topic in the literature. The research is based on an analysis of studies sourced from the Scopus database and selected according to PRISMA guidelines. The findings highlight how CDPs in marketing facilitate personalization, real-time engagement, and customer lifetime value optimization. This study aims to provide a foundation for future research on CDPs in marketing, which could investigate integrating other technologies, such as advanced artificial intelligence or machine learning, to improve predictive analytics and dynamic personalization, further optimizing customer engagement and marketing efficiency. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.},
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As businesses and marketers adapt to a rapidly evolving omnichannel context, Customer Data Platforms (CDPs) appear as important technological tools to provide a unified view of customers by consolidating fragmented data across multiple touchpoints, enabling data-driven marketing strategies. This study reviews recent studies to investigate the role and relevance of CDPs in marketing, which is still an underrepresented topic in the literature. The research is based on an analysis of studies sourced from the Scopus database and selected according to PRISMA guidelines. The findings highlight how CDPs in marketing facilitate personalization, real-time engagement, and customer lifetime value optimization. This study aims to provide a foundation for future research on CDPs in marketing, which could investigate integrating other technologies, such as advanced artificial intelligence or machine learning, to improve predictive analytics and dynamic personalization, further optimizing customer engagement and marketing efficiency. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
11.
Neves, Joana; Pereira, Miguel Cachulo; Bacalhau, Lara Mendes
Metaverse and Chatbots for Luxury Brands: A Literature Review and Future Research Directions Proceedings Article
In: J.L., Reis; J.P.M., Santos; L.M., Gomes; Z., Bogdanovic (Ed.): pp. 559 – 572, Springer Science and Business Media Deutschland GmbH, 2025, ISSN: 21903018, (Conference name: International Conference on Marketing and Technologies, ICMarkTech 2024; Conference date: 5 December 2024 through 7 December 2024; Conference code: 333159).
@inproceedings{Neves2025559,
title = {Metaverse and Chatbots for Luxury Brands: A Literature Review and Future Research Directions},
author = {Joana Neves and Miguel Cachulo Pereira and Lara Mendes Bacalhau},
editor = {Reis J.L. and Santos J.P.M. and Gomes L.M. and Bogdanovic Z.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105009275737&doi=10.1007%2f978-981-96-3077-6_34&partnerID=40&md5=37a87b78233fe4baea3c181e6c7d3556},
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issn = {21903018},
year = {2025},
date = {2025-01-01},
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journal = {Smart Innovation, Systems and Technologies},
volume = {438 SIST},
pages = {559 – 572},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Digital transformation is a trend that has taken hold in various sectors of the global economy in recent years, and the luxury industry is no exception. This paper presents a literature review on the integration of artificial intelligence (AI) and Chatbots in the Metaverse within Luxury Brands, focusing on their influence on consumer experience and engagement with the brands. We discuss how AI-powered Chatbots can improve customer interactions with brands in the digital world, creating immersive and personalized experiences that foster brand loyalty. Additionally, we examine how Luxury Brands can benefit from or be threatened by their presence in the Metaverse, emphasizing the potential of Augmented Reality (AR), Virtual Reality (VR), and Non-Fungible Tokens (NFTs) to offer new digital touchpoints for Luxury Brand consumers. The authors conclude the paper by pointing out future research directions, highlighting the possible innovations and the ethical considerations associated with the application of such digital advancements. The findings of the present research suggest that the integration of AI with immersive Metaverse technologies can revolutionize Luxury Brand management by providing new avenues for customer engagement and interactions. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.},
note = {Conference name: International Conference on Marketing and Technologies, ICMarkTech 2024; Conference date: 5 December 2024 through 7 December 2024; Conference code: 333159},
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Digital transformation is a trend that has taken hold in various sectors of the global economy in recent years, and the luxury industry is no exception. This paper presents a literature review on the integration of artificial intelligence (AI) and Chatbots in the Metaverse within Luxury Brands, focusing on their influence on consumer experience and engagement with the brands. We discuss how AI-powered Chatbots can improve customer interactions with brands in the digital world, creating immersive and personalized experiences that foster brand loyalty. Additionally, we examine how Luxury Brands can benefit from or be threatened by their presence in the Metaverse, emphasizing the potential of Augmented Reality (AR), Virtual Reality (VR), and Non-Fungible Tokens (NFTs) to offer new digital touchpoints for Luxury Brand consumers. The authors conclude the paper by pointing out future research directions, highlighting the possible innovations and the ethical considerations associated with the application of such digital advancements. The findings of the present research suggest that the integration of AI with immersive Metaverse technologies can revolutionize Luxury Brand management by providing new avenues for customer engagement and interactions. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
12.
Pereira, Miguel Cachulo; Pericão, Alexandre
Exploring the Features of Branded Mobile Applications for Music Festivals Proceedings Article
In: J.L., Reis; J.P.M., Santos; L.M., Gomes; Z., Bogdanovic (Ed.): pp. 629 – 640, Springer Science and Business Media Deutschland GmbH, 2025, ISSN: 21903018, (Conference name: International Conference on Marketing and Technologies, ICMarkTech 2024; Conference date: 5 December 2024 through 7 December 2024; Conference code: 333159).
@inproceedings{Pereira2025629,
title = {Exploring the Features of Branded Mobile Applications for Music Festivals},
author = {Miguel Cachulo Pereira and Alexandre Pericão},
editor = {Reis J.L. and Santos J.P.M. and Gomes L.M. and Bogdanovic Z.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105009220512&doi=10.1007%2f978-981-96-3077-6_39&partnerID=40&md5=268341305228a5172ceebc0b4274d380},
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year = {2025},
date = {2025-01-01},
urldate = {2025-01-01},
journal = {Smart Innovation, Systems and Technologies},
volume = {438 SIST},
pages = {629 – 640},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {This study investigates the landscape of branded mobile applications for music festivals, aiming to identify the key features of such apps and provide recommendations for future research. The authors analyze mobile apps from 12 major music festivals across the USA and Europe, identifying 17 distinct features. The most common functionalities focus on on-site entertainment, such as personalized schedules, real-time updates, and interactive maps with GPS. However, the study highlights a notable gap in experience-enhancement features like social interaction, accessibility, and post-festival engagement. Emerging technologies, such as augmented reality (AR), artificial intelligence (AI), and metaverse integration, are largely absent from festival apps. The results suggest that while apps prioritize real-time, in-venue functionality, there is significant potential for incorporating advanced technologies to improve personalization, socialization, and overall festival experience. The study concludes with recommendations to festival promotors for future app feature development and a research agenda for further studies in the field, considering technologies, organizers, and festivalgoers. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.},
note = {Conference name: International Conference on Marketing and Technologies, ICMarkTech 2024; Conference date: 5 December 2024 through 7 December 2024; Conference code: 333159},
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This study investigates the landscape of branded mobile applications for music festivals, aiming to identify the key features of such apps and provide recommendations for future research. The authors analyze mobile apps from 12 major music festivals across the USA and Europe, identifying 17 distinct features. The most common functionalities focus on on-site entertainment, such as personalized schedules, real-time updates, and interactive maps with GPS. However, the study highlights a notable gap in experience-enhancement features like social interaction, accessibility, and post-festival engagement. Emerging technologies, such as augmented reality (AR), artificial intelligence (AI), and metaverse integration, are largely absent from festival apps. The results suggest that while apps prioritize real-time, in-venue functionality, there is significant potential for incorporating advanced technologies to improve personalization, socialization, and overall festival experience. The study concludes with recommendations to festival promotors for future app feature development and a research agenda for further studies in the field, considering technologies, organizers, and festivalgoers. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
13.
Bacalhau, Lara Mendes; Pereira, Miguel Cachulo; Neves, Joana
A bibliometric analysis of AI bias in marketing: field evolution and future research agenda Journal Article
In: Journal of Marketing Analytics, vol. 13, no. 2, pp. 308 – 327, 2025, ISSN: 20503318, (Scopus/SJR: Q1 ).
@article{Bacalhau2025308,
title = {A bibliometric analysis of AI bias in marketing: field evolution and future research agenda},
author = {Lara Mendes Bacalhau and Miguel Cachulo Pereira and Joana Neves},
url = {https://uapt33090-my.sharepoint.com/:b:/g/personal/miguel_pereira_ua_pt/IQAma88gHbJGTahL9sO0XwQzASJeVKxhL9jZTIbJAMlomEE?e=y86H8w
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date = {2025-01-01},
urldate = {2025-01-01},
journal = {Journal of Marketing Analytics},
volume = {13},
number = {2},
pages = {308 – 327},
publisher = {Palgrave Macmillan},
abstract = {The growing adoption of artificial intelligence (AI) in marketing practice has intensified concerns over algorithmic bias in AI-driven marketing systems, which pose significant ethical, operational, and societal risks, harming consumer trust. This study explores AI bias in marketing (AI-BM) through a bibliometric analysis of 327 studies published between 2016 and 2024, narrowed down from a dataset of 11,601 documents through the PRISMA methodology. It examines key trends and relationships among authors, countries, and sources and discusses the conceptual knowledge structure of the field. The findings reveal a significant growth in academic interest, with research highlighting an urgency in mitigating algorithmic bias in marketing applications, an area that shows persistent gaps. AI-BM research intersects with fields like ethics, data science, and consumer behavior, emphasizing the complexity of addressing these challenges. A framework and research agenda for future exploration is outlined, focusing on AI-BM mitigation considering ethical, application, and technical dimensions. © The Author(s), under exclusive licence to Springer Nature Limited 2025.},
note = {Scopus/SJR: Q1 },
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The growing adoption of artificial intelligence (AI) in marketing practice has intensified concerns over algorithmic bias in AI-driven marketing systems, which pose significant ethical, operational, and societal risks, harming consumer trust. This study explores AI bias in marketing (AI-BM) through a bibliometric analysis of 327 studies published between 2016 and 2024, narrowed down from a dataset of 11,601 documents through the PRISMA methodology. It examines key trends and relationships among authors, countries, and sources and discusses the conceptual knowledge structure of the field. The findings reveal a significant growth in academic interest, with research highlighting an urgency in mitigating algorithmic bias in marketing applications, an area that shows persistent gaps. AI-BM research intersects with fields like ethics, data science, and consumer behavior, emphasizing the complexity of addressing these challenges. A framework and research agenda for future exploration is outlined, focusing on AI-BM mitigation considering ethical, application, and technical dimensions. © The Author(s), under exclusive licence to Springer Nature Limited 2025.
14.
Carvalho, Mariana Martins; Silva, Inês Quintas Medina; Bacalhau, Lara Mendes; Pereira, Miguel Cachulo; Neves, Joana
Next-Gen Design: A Systematic Review of VR and AR’s Role on Client Satisfaction in Interior Design Projects Book Chapter
In: vol. 291, pp. 619 – 630, Springer Science and Business Media Deutschland GmbH, 2025, ISSN: 21984182.
@inbook{Carvalho2025619,
title = {Next-Gen Design: A Systematic Review of VR and AR’s Role on Client Satisfaction in Interior Design Projects},
author = {Mariana Martins Carvalho and Inês Quintas Medina Silva and Lara Mendes Bacalhau and Miguel Cachulo Pereira and Joana Neves},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105026998203&doi=10.1007%2f978-3-031-87372-0_53&partnerID=40&md5=e5e9fa1f2a808fb2222c5ba38b822d46},
doi = {10.1007/978-3-031-87372-0_53},
issn = {21984182},
year = {2025},
date = {2025-01-01},
urldate = {2025-01-01},
journal = {Studies in Systems, Decision and Control},
volume = {291},
pages = {619 – 630},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Virtual Reality (VR) and Augmented Reality (AR) redefine interior design practices by enhancing visualization and client satisfaction. Using PRISMA guidelines, this review systematically examined 17 studies sourced from Scopus to assess VR/AR’s impact. The studies’ results show that VR/AR technologies aid designers in presenting realistic alternatives, improving spatial planning, and streamlining decision-making. These tools facilitate communication by enabling real-time modifications and reducing reliance on physical prototypes. The literature supports that VR/AR offers immersive experiences that deepen customer engagement, allowing clients to interact with design concepts fully, underscoring VR and AR as relevant in crafting efficient, visually compelling, and client-centered design processes, setting a path for their broader adoption in the field. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.},
keywords = {},
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Virtual Reality (VR) and Augmented Reality (AR) redefine interior design practices by enhancing visualization and client satisfaction. Using PRISMA guidelines, this review systematically examined 17 studies sourced from Scopus to assess VR/AR’s impact. The studies’ results show that VR/AR technologies aid designers in presenting realistic alternatives, improving spatial planning, and streamlining decision-making. These tools facilitate communication by enabling real-time modifications and reducing reliance on physical prototypes. The literature supports that VR/AR offers immersive experiences that deepen customer engagement, allowing clients to interact with design concepts fully, underscoring VR and AR as relevant in crafting efficient, visually compelling, and client-centered design processes, setting a path for their broader adoption in the field. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
15.
Bacalhau, Lara Mendes; Domingues, Margarida Neves; Zhu, Mariana Guo; Neves, Joana; Pereira, Miguel Cachulo
The Use of Social Media Advertising on Music Festivals: A Systematic Literature Review Proceedings Article
In: A., Abreu; J.V., Carvalho; D., Liberato; R.A., Castanho (Ed.): pp. 215 – 225, Springer Science and Business Media Deutschland GmbH, 2025, ISSN: 21903018, (Conference name: International Conference on Tourism, Technology and Systems, ICOTTS 2024; Conference date: 30 October 2024 through 31 October 2024; Conference code: 339389).
@inproceedings{Bacalhau2025215,
title = {The Use of Social Media Advertising on Music Festivals: A Systematic Literature Review},
author = {Lara Mendes Bacalhau and Margarida Neves Domingues and Mariana Guo Zhu and Joana Neves and Miguel Cachulo Pereira},
editor = {Abreu A. and Carvalho J.V. and Liberato D. and Castanho R.A.},
url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-105018804611&doi=10.1007%2f978-981-96-5400-0_18&partnerID=40&md5=d856094f847bd57a63579498a9b81c6d},
doi = {10.1007/978-981-96-5400-0_18},
issn = {21903018},
year = {2025},
date = {2025-01-01},
urldate = {2025-01-01},
journal = {Smart Innovation, Systems and Technologies},
volume = {442 SIST},
pages = {215 – 225},
publisher = {Springer Science and Business Media Deutschland GmbH},
abstract = {Live music festivals, as a significant aspect of modern cultural and social movements, face increasing global competition. To succeed year after year, these festivals must cultivate a loyal attendee base. However, communicating with their audience can be a challenging task. This study aims to assist festival organizers in effectively using social media advertising to raise awareness and increase engagement among their audiences. The research was conducted using a systematic literature review following the PRISMA guidelines, examining 13 studies published within the last five years. The results suggest that festival organizers must understand their audience to craft effective communication strategies, using appropriate channels and content. Authentic, viral content boosts visibility, ticket sales, and brand loyalty. This paper presents managerial implications, noting that the role of personalized social media advertising is still underrepresented in the scientific literature. The authors outline directions for future research to address this gap. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.},
note = {Conference name: International Conference on Tourism, Technology and Systems, ICOTTS 2024; Conference date: 30 October 2024 through 31 October 2024; Conference code: 339389},
keywords = {},
pubstate = {published},
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Live music festivals, as a significant aspect of modern cultural and social movements, face increasing global competition. To succeed year after year, these festivals must cultivate a loyal attendee base. However, communicating with their audience can be a challenging task. This study aims to assist festival organizers in effectively using social media advertising to raise awareness and increase engagement among their audiences. The research was conducted using a systematic literature review following the PRISMA guidelines, examining 13 studies published within the last five years. The results suggest that festival organizers must understand their audience to craft effective communication strategies, using appropriate channels and content. Authentic, viral content boosts visibility, ticket sales, and brand loyalty. This paper presents managerial implications, noting that the role of personalized social media advertising is still underrepresented in the scientific literature. The authors outline directions for future research to address this gap. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
16.
Carvalho, Beatriz Batista; dos Santos Simões, Jaqueline Marina; Silva, Marcelo Bernardo Sousa; Pereira, Miguel Cachulo; Santos, Sara
Between Emotion and Rejection: The Consumer in the Age of Controversy Proceedings Article
In: Universidade de Aveiro, 2025, ISSN: 2184-9102, (Proceedings of the 9th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, July 4–5, 2025, Aveiro. DOI to be confirmed upon assignment.).
@inproceedings{carvalho2025between,
title = {Between Emotion and Rejection: The Consumer in the Age of Controversy},
author = {Beatriz Batista Carvalho and Jaqueline Marina dos Santos Simões and Marcelo Bernardo Sousa Silva and Miguel Cachulo Pereira and Sara Santos},
url = {https://proa.ua.pt/index.php/iciemc/en/article/view/39983},
doi = {10.34624/iciemc.v0i6.39983},
issn = {2184-9102},
year = {2025},
date = {2025-01-01},
urldate = {2025-01-01},
journal = {ICIEMC Proceedings},
volume = {6},
number = {6},
publisher = {Universidade de Aveiro},
note = {Proceedings of the 9th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, July 4–5, 2025, Aveiro. DOI to be confirmed upon assignment.},
keywords = {},
pubstate = {published},
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}
17.
Neves, Joana; Pereira, Miguel Cachulo
A Marketing Perspective on the Roles of AI and ML in Shaping Contemporary Programmatic Advertising Journal Article
In: vol. 1, no. 1, pp. 1–14, 2025, ISSN: 2998-4556.
@article{Neves2025,
title = {A Marketing Perspective on the Roles of AI and ML in Shaping Contemporary Programmatic Advertising},
author = {Joana Neves and Miguel Cachulo Pereira},
doi = {10.4018/ijdmmi.368043},
issn = {2998-4556},
year = {2025},
date = {2025-01-00},
urldate = {2025-01-00},
volume = {1},
number = {1},
pages = {1--14},
publisher = {IGI Global},
abstract = {Artificial intelligence (AI) and machine learning (ML) have revolutionized programmatic advertising by enhancing precision targeting, operational efficiency, and consumer engagement. This systematic literature review uses the PRISMA framework to synthesize recent advancements, emphasizing personalization and real-time optimization while addressing challenges such as algorithmic bias, privacy concerns, and ethical considerations. Findings reveal that AI-driven advertising significantly improves campaign effectiveness, though its implementation requires careful management to mitigate cultural and data biases. The study identifies key ethical frameworks and consumer transparency gaps, proposing future research directions in AI-integrated creativity, privacy, ethics, and consumer trust dynamics. These insights contribute to developing sustainable and responsible programmatic advertising ecosystems, aligning technological innovation with ethical and cultural sensitivity.},
keywords = {},
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Artificial intelligence (AI) and machine learning (ML) have revolutionized programmatic advertising by enhancing precision targeting, operational efficiency, and consumer engagement. This systematic literature review uses the PRISMA framework to synthesize recent advancements, emphasizing personalization and real-time optimization while addressing challenges such as algorithmic bias, privacy concerns, and ethical considerations. Findings reveal that AI-driven advertising significantly improves campaign effectiveness, though its implementation requires careful management to mitigate cultural and data biases. The study identifies key ethical frameworks and consumer transparency gaps, proposing future research directions in AI-integrated creativity, privacy, ethics, and consumer trust dynamics. These insights contribute to developing sustainable and responsible programmatic advertising ecosystems, aligning technological innovation with ethical and cultural sensitivity.