IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-03651599.html
   My bibliography  Save this paper

The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆

Author

Listed:
  • Isabelle Aimé

    (Kedge BS - Kedge Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

Abstract

Evidence suggests that datafication is bringing a potentially profound yet poorly understood transformation of marketing work. Most companies still struggle to adapt to the data deluge, which challenges the role of marketing inside an organization. This research uses a single case study to analyze how datafication is reshaping marketing work through the lens of sociomateriality and affordance theory. The findings shed light on the agency and imbrication of the persona, the brand and the algorithm together with managers and consumers. They reveal two actualized affordances obtained through datafication: fragmented consumer tracking and organic branding. This research contributes to sociomateriality and affordance theory by introducing a new type of agent, namely, agents of fiction, which are characterized by a symbolic and immaterial nature. This research also contributes to the marketing-as-practice perspective by providing an in-depth understanding of marketing work as a result of dynamic imbrications between human and nonhuman agents.

Suggested Citation

  • Isabelle Aimé & Fabienne Berger-Remy & Marie-Eve Laporte, 2022. "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆," Post-Print halshs-03651599, HAL.
    • Handle: RePEc:hal:journl:halshs-03651599
    DOI: 10.1016/j.jbusres.2022.03.047
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-03651599v1
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-03651599v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.jbusres.2022.03.047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shrihari Sridhar & Eric Fang, 2019. "New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 977-985, November.
    2. Fabien Pecot & Pierre Valette-Florence & Virginie de Barnier, 2019. "Brand heritage as a temporal perception: conceptualisation, measure and consequences," Post-Print hal-03497144, HAL.
    3. Arun Rai, 2020. "Explainable AI: from black box to glass box," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 137-141, January.
    4. Rust, Roland T., 2017. "Leading the Future of Marketing," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 1-1.
    5. Cui, Annie Peng & Hu, Michael Y. & Griffith, David A., 2014. "What makes a brand manager effective?," Journal of Business Research, Elsevier, vol. 67(2), pages 144-150.
    6. Gielens, Katrijn & Steenkamp, Jan-Benedict E.M., 2019. "Branding in the era of digital (dis)intermediation," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 367-384.
    7. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    8. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    9. Michael Gibbert & Winfried Ruigrok & Barbara Wicki, 2008. "What passes as a rigorous case study?," Strategic Management Journal, Wiley Blackwell, vol. 29(13), pages 1465-1474, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aimé, Isabelle & Berger-Remy, Fabienne & Laporte, Marie-Eve, 2022. "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆," Journal of Business Research, Elsevier, vol. 145(C), pages 814-827.
    2. Guha, Abhijit & Grewal, Dhruv & Kopalle, Praveen K. & Haenlein, Michael & Schneider, Matthew J. & Jung, Hyunseok & Moustafa, Rida & Hegde, Dinesh R. & Hawkins, Gary, 2021. "How artificial intelligence will affect the future of retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 28-41.
    3. Vinay Singh & Brijesh Nanavati & Arpan Kumar Kar & Agam Gupta, 2023. "How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1621-1638, August.
    4. Manjunath Padigar & Ljubomir Pupovac & Ashish Sinha & Rajendra Srivastava, 2022. "The effect of marketing department power on investor responses to announcements of AI-embedded new product innovations," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1277-1298, November.
    5. Bullini Orlandi, Ludovico & Zardini, Alessandro & Rossignoli, Cecilia, 2021. "Highway to hell: Cultural propensity and digital infrastructure gap as recipe to entrepreneurial death," Journal of Business Research, Elsevier, vol. 123(C), pages 188-195.
    6. Akter, Shahriar & Hossain, Md Afnan & Sajib, Shahriar & Sultana, Saida & Rahman, Mahfuzur & Vrontis, Demetris & McCarthy, Grace, 2023. "A framework for AI-powered service innovation capability: Review and agenda for future research," Technovation, Elsevier, vol. 125(C).
    7. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.
    8. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
    9. Beeler, Lisa & Zablah, Alex R. & Rapp, Adam, 2022. "Ability is in the eye of the beholder: How context and individual factors shape consumer perceptions of digital assistant ability," Journal of Business Research, Elsevier, vol. 148(C), pages 33-46.
    10. Shahriar Akter & Katina Michael & Muhammad Rajib Uddin & Grace McCarthy & Mahfuzur Rahman, 2022. "Transforming business using digital innovations: the application of AI, blockchain, cloud and data analytics," Annals of Operations Research, Springer, vol. 308(1), pages 7-39, January.
    11. Dekimpe, Marnik G., 2020. "Retailing and retailing research in the age of big data analytics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 3-14.
    12. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    13. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.
    14. Chen, Changdong, 2024. "How consumers respond to service failures caused by algorithmic mistakes: The role of algorithmic interpretability," Journal of Business Research, Elsevier, vol. 176(C).
    15. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    16. Lepore, Dominique & Frontoni, Emanuele & Micozzi, Alessandra & Moccia, Sara & Romeo, Luca & Spigarelli, Francesca, 2023. "Uncovering the potential of innovation ecosystems in the healthcare sector after the COVID-19 crisis," Health Policy, Elsevier, vol. 127(C), pages 80-86.
    17. Robertson, Jeandri & Ferreira, Caitlin & Botha, Elsamari & Oosthuizen, Kim, 2024. "Game changers: A generative AI prompt protocol to enhance human-AI knowledge co-construction," Business Horizons, Elsevier, vol. 67(5), pages 499-510.
    18. Muhammad Nur Firdaus Nasir & Iqbal Jaapar & Walid Muhmmad Syafrien Effendi & Fadly Mohamed Sharif & Khairulwafi Mamat & Nurul Farhana Nasir, 2024. "Exploring the Role of Artificial Intelligence in the Design Industry: Client Satisfaction through Enhancing Quality while Preserving Human Creativity," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 4538-4543, October.
    19. Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    20. Ludivine Ravat & Aurélie Hemonnet-Goujot & Sandrine Hollet-Haudebert, 2023. "Data-driven innovation capability of marketing: an exploratory study of its components and underlying processes," Post-Print hal-04151199, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-03651599. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.