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Harmeling, C.M., Moffett, J.W., Arnold, M.J. and Carlson, B.D. (2017) Toward a Theory of Customer Engagement Marketing. Journal of the Academy of Marketing Science, 45, 312-335.
https://doi.org/10.1007/s11747-016-0509-2

has been cited by the following article:

• TITLE: The Impact of Big Data-Based Customer Segmentation on Programmatic Purchasing Efficiency: The Role of Chatbot-Based Interactions

  AUTHORS: Muhammet Salih Yiğit

  KEYWORDS: Big Data, Customer Segmentation, Programmatic Purchasing, Chatbot, Digital Marketing, Personalization, Artificial Intelligence

  JOURNAL NAME: Open Journal of Applied Sciences, Vol.15 No.7, July 29, 2025

  ABSTRACT: This study examines the contribution of big data-based customer segmentation applications to productivity increase in programmatic purchasing processes and the role of integration of chatbot-based customer interactions into this process. In line with the theoretical approaches and current application examples in the literature, the relationship between the accuracy of segmentation and the effective use of media investments is examined; the impact of chatbot technology on data collection, analysis and personalization processes is evaluated. The findings obtained indicate the importance of data-oriented automation systems in the restructuring of digital advertising strategies.