This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer‐reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

Purpose: This article aims to analyse the impact of data analytics and robots on firms' performance across Europe.Design/methodology/approach: This paper aims to examine the impact of data analytics and robots on companies' performance, multilevel models are estimated. Empirical research is based on the fourth round of the European Company Survey 2019.Findings: The main findings show that human resource management practices (HRMP) are relevant to explain firms' profits. Therefore, human resource practices and technology are complementary resources to achieve higher results. A positive and significant relation between profits and the use of data analytics to monitor employee performance was found. In addition, positive and significant relations between human resource practices and profitability were obtained.Practical implications: From a practical perspective, this article helps to understand the role of technological and human factors in profitability, and it emphasises the relevance of human resource strategies and technology to accomplish business outcomes.Originality/value: This study’s findings reinforce the concept of Industry 5.0 which highlights the role of humans in the digitalisation process.

This article spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users’ behavior and, thus, helping destination management organizations. Based on the stimulus-organism-response model, a content analysis was conducted of 1,094 pictures that received 131,116,800 likes and 2,859,448 comments. By combining content analysis and regression analysis, the results show that Instagrammers’ responses are influenced differently by different picture attributes, resulting in dissimilar behavior with regard to likes and comments. Specifically, likes, as immediate reactions, tend to be driven by content featuring people, views, or common habits. In contrast, comments, which require greater effort on the part of the Instagrammer, are elicited by the topic of festivals or hotels, colors such as cream, green, orange, or yellow, images of water or animals, and images featuring tourist activities, mostly at night. Multi-image or fake pictures negatively impact likes. By analyzing the content of the information provided by the uploaded photographs, a typology of photographic attributes is developed to offer clues for destination management organizations to enhance engagement with potential customers and Instagram users.

This exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of 324 original digital videos that have won awards from professional marketers. The results show that there is no statistically significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Although previous studies depicted men in male-authored science roles and with muscular physiques and women as objectified and a hypersexualized subordinate to the male, this research shows that women and men are equally portrayed in non-stereotypical activities and roles, However, central figures are more likely to be men than women, indicating a gender difference in terms of the assignment of main roles. This paper highlights the change in women’s roles as well as advertisers’ and marketers’ criteria for the content of original digital videos.