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<p>This study systematically reviews Generative AI in the marketing domain. It synthesizes findings from 104 peer-reviewed articles indexed in Scopus and Web of Science and ranked by ABDC. Applying the TCCM framework examines key theories, contexts, characteristics, and methodologies within the marketing domain. It identifies four theoretical domains: psychology and cognitive theories, social and communication theories, innovation adoption theories, and human–computer interaction theories to understand Generative AI’s impact on marketing. The study proposes future research directions across four themes: novel theoretical perspectives, unexplored research settings, original constructs and relationships, and innovative data and methods. It summarises potential research questions derived from the TCCM framework. Based on the findings, a conceptual framework is proposed for Generative AI in marketing research, integrating contributions from both this study and prior research. These variables are essential for guiding future research in the field of Generative AI in marketing.</p>

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Transforming marketing landscapes: a systematic literature review of generative AI using the TCCM model framework

  • 期刊论文

  • 发表日期：

    2025年1月29日

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  • Akshara Prasanna,
  • Bijay Prasad Kushwaha

摘要

This study systematically reviews Generative AI in the marketing domain. It synthesizes findings from 104 peer-reviewed articles indexed in Scopus and Web of Science and ranked by ABDC. Applying the TCCM framework examines key theories, contexts, characteristics, and methodologies within the marketing domain. It identifies four theoretical domains: psychology and cognitive theories, social and communication theories, innovation adoption theories, and human–computer interaction theories to understand Generative AI’s impact on marketing. The study proposes future research directions across four themes: novel theoretical perspectives, unexplored research settings, original constructs and relationships, and innovative data and methods. It summarises potential research questions derived from the TCCM framework. Based on the findings, a conceptual framework is proposed for Generative AI in marketing research, integrating contributions from both this study and prior research. These variables are essential for guiding future research in the field of Generative AI in marketing.