Algorithmic bias in machine learning-based marketing models

نویسندگان

چکیده

This article introduces algorithmic bias in machine learning (ML) based marketing models. Although the dramatic growth of decision making continues to gain momentum marketing, research this stream is still inadequate despite devastating, asymmetric and oppressive impacts on various customer groups. To fill void, study presents a framework identifying sources drawing microfoundations dynamic capability. Using systematic literature review in-depth interviews ML professionals, findings show three primary dimensions (i.e., design bias, contextual application bias) ten corresponding subdimensions (model, data, method, cultural, social, personal, product, price, place promotion). Synthesizing diverse perspectives using both theories practices, we propose build algorithm management capability tackle ML-based making.

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ژورنال

عنوان ژورنال: Journal of Business Research

سال: 2022

ISSN: ['1873-7978', '0148-2963']

DOI: https://doi.org/10.1016/j.jbusres.2022.01.083