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Destination: mk:title Children: Item: Title: 1 Introduction Destination: mk:H1_1 Item: Title: 2 Literature review Destination: mk:H1_2 Children: Item: Title: 2.1 Integrated marketing communications Destination: mk:H2_1 Item: Title: 2.2 Customer relationship management Destination: mk:H2_2 Item: Title: 2.3 AI in data-driven marketing Destination: mk:H2_3 Item: Title: 3 Methodology Destination: mk:H1_3 Children: Item: Title: 3.1 Research design Destination: mk:H2_4 Item: Title: 3.2 Measurement Destination: mk:H2_5 Item: Title: 3.3 Data collection Destination: mk:H2_6 Item: Title: 3.4 Analytical procedure Destination: mk:H2_7 Item: Title: 4 Results Destination: mk:H1_4 Children: Item: Title: 4.1 Model validation Destination: mk:H2_8 Item: Title: 4.2 Hypothesis testing Destination: mk:H2_9 Item: Title: 5 Discussion Destination: mk:H1_5 Children: Item: Title: 5.1 Theoretical contributions Destination: mk:H2_10 Item: Title: 5.2 Practical implications Destination: mk:H2_11 Item: Title: 5.3 Policy implications Destination: mk:H2_12 Item: Title: 5.4 Limitations and future research lines Destination: mk:H2_13 Item: Title: 6 Conclusions Destination: mk:H1_6 Item: Title: CRediT authorship contribution statement Destination: mk:H1_7 Item: Title: Ethical compliance Destination: mk:H1_8 Item: Title: Funding statement Destination: mk:H1_9 Item: Title: Declaration of competing interest Destination: mk:HH1_2 Item: Title: Acknowledgements Destination: mk:HH1_3 Item: Title: Appendix A Measurement scales Destination: mk:H1_10 Item: Title: Data availability Destination: datalink4 Item: Title: References Destination: mk:HH2_1 Info: Title: The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC) Author: Vera Butkouskaya Subject: Technological Forecasting & Social Change, 232 (2026) 124850. doi:10.1016/j.techfore.2026.124850 Keywords: Artificial intelligence (AI),Customer relationship management (CRM),Integrated 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Technological Forecasting & Social Change, 232 (2026) 124850. doi:10.1016/j.techfore.2026.124850 Artificial intelligence (AI) Customer relationship management (CRM) Integrated marketing communications (IMC) Structural equation modelling (SEM) AI in business strategy Emerging market The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC) Vera Butkouskaya VoR 9th September 2026 Acrobat Distiller 8.1.0 (Windows) Artificial intelligence (AI),Customer relationship management (CRM),Integrated marketing communications (IMC),Structural equation modelling (SEM),AI in business strategy,Emerging market 9th September 2026 sciencedirect.com elsevier.com true 2010-04-23 10.1016/j.techfore.2026.124850 noindex journal 2026-11-01 1 November 2026 10.1016/j.techfore.2026.124850 0040-1625 124850 Technological Forecasting & Social Change 124850 https://doi.org/10.1016/j.techfore.2026.124850 232 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