Worcester Research and Publications

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WRaP is a collection of research papers and university publications. It presents the academic and creative work of the university. You are welcome to look for and obtain items of interest and make contact with the authors and creators.

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Gbadegeshin, S. ORCID: https://orcid.org/0000-0001-5314-6554, French, A. ORCID: https://orcid.org/0000-0002-0266-3989, Olajumoke, Taiwo ORCID: https://orcid.org/0009-0005-1249-1593, Al Zahrani, I. ORCID: https://orcid.org/0000-0002-5705-6684, Farah, S. ORCID: https://orcid.org/0009-0008-1827-4807 and Jegede, O. ORCID: https://orcid.org/0009-0006-8879-8310 (2025) Impact of Artificial Intelligence on Digital Marketing: Theoretical and Empirical Evidence. In: Tech Fusion in Business and Society: Harnessing Big Data, IoT, and Sustainability in Business. Studies in Systems, Decision and Control, 2 (234). Springer, Cham, pp. 23-33. ISBN Print ISBN 978-3-031-84635-9 Online ISBN 978-3-031-84636-6

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