The Preliminary Step Towards Conceptual Model for the Artificial Intelligence-Neuro-Green Marketing in the Architectural Engineering and Construction Industry

Year 2023, Volume: 1 Issue: 2, 145 - 155, 05.01.2024

Ahmet Tuz , Begüm Sertyeşilışık

https://doi.org/10.26650/JTADP.23.007

Abstract

Innovation has fostered and enabled Industry 5.0, Society 5.0, and Marketing 5.0. It has also affected competition and marketing dynamics in all industries, including architectural engineering and construction industry (AEC). Intensified competition in AEC, alongside the accelerated innovations fostering and enabling changes in AEC’s supply-and-demand dynamics, highlights the importance of time and how cost-effective, strategic, tactical, and innovative marketing has further influenced AEC’s supply-anddemand aspects, which need to be sustainable to reduce its embodied environmental footprint mostly due to the climate crisis humanity is experiencing. Based on an in-depth literature review, this study aims to suggest the preliminary conceptual model’s step towards artificial intelligence (AI)-neuro-green marketing in AEC as a potential key for a sustainable built environment. This study emphasizes potential of the AI-neuro-green marketing to foster competition by design (including architectural and interior design), to enhance the effectiveness of neuro-green marketing in fostering sustainable built environment, and to reduce AEC’s embodied environmental footprint, outputs, and services. Furthermore, this study emphasizes the potential contribution of the AI-neuro-green marketing in AEC to Construction 5.0 and Society 5.0. This study is expected to contribute to the literature through the concept of AI-neuro-green marketing.

Keywords

Artificial intelligence, green marketing, Marketing 5.0, neuromarketing, neuro-green marketing

References

• Alanazi, T. M. (2022). Marketing 5.0: An empirical investigation of its perceived effect on marketing performance. Marketing and Management of Innovations, 13(4), 55-64. https://doi.org/10.21272/mmi.2022.4-06 google scholar
• Alsharif, A. H., Md Salleh, N. Z., Baharun, R., & Rami Hashem E. A. (2021). Neuromarketing research in the last five years: A bibliometric analysis. Cogent Business & Management, 8(1), 1978620. https://doi.org/10.1080/23311975.2021.1978620 google scholar
• Carayannis, E. G., & Morawska-Jancelewicz, J. (2022). The futures of Europe: Society 5.0 and Industry 5.0 as driving forces of future universities. Journal of the Knowledge Economy, 13(4), 3445-3471. https://doi.org/10.1007/s13132-021-00854-2 google scholar
• Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38-68. https://doi.org/10.1177/14707853211018428 google scholar
• Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620. https://doi.org/10.1016/j.jbusres.2020.10.016 google scholar
• Dalenogare, L. S., Benitez, G. B., Ayala, N. F., & Frank, A. G. (2018). The expected contribution of Industry 4.0 technologies for industrial performance. International Journal of Production Economics, 204, 383-394. https://doi.org/10.1016Zj.ijpe.2018.08.019 google scholar
• Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42. https://doi.org/10.1007/s11747-019-00696-0 google scholar
• Elshafei, G., Vilcekova, S., Zelenakova, M., & Negm, A. M. (2021). An extensive study for a wide utilization of green architecture parameters in built environment based on genetic schemes. Buildings, 11(11), 507. https://doi.org/10.3390/buildings11110507 google scholar
• Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795-814. https://doi.org/10.1108/TQM-12-2019-0303 google scholar
• Ghobakhloo, M. (2020). Industry 4.0, digitization, and opportunities for sustainability. Journal of Cleaner Production, 252, 119869. https://doi.org/10.1016/j.jclepro.2019.119869 google scholar
• Hermann, E. (2022). Leveraging artificial intelligence in marketing for social good-An ethical perspective. Journal of Business Ethics, 179(1), 43-61. https://doi.org/10.1007/s10551-021-04843-y google scholar
• Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50. https://doi.org/10.1007/s11747-020-00749-9 google scholar
• Huang, S., Wang, B., Li, X., Zheng, P., Mourtzis, D., & Wang, L. (2022). Industry 5.0 and Society 5.0—Comparison, complementation and co-evolution. Journal of Manufacturing Systems, 64, 424-428. https://doi.org/10.1016/j.jmsy.2022.07.010 google scholar
• Ikudayisi, A. E., Chan, A. P., Darko, A., & Yomi, M. D. (2023). Integrated practices in the Architecture, Engineering, and Construction industry: Current scope and pathway towards Industry 5.0. Journal of Building Engineering, 106788. https://doi.org/10.1016/j.jobe.2023.106788 google scholar
• ISIC (2022) International Standard Industrial Classification of All Economic Activities Rev. 4. United Nations Department of Economic and Social Affairs Statistics Division. https://unstats.un.org/unsd/publication/seriesm/seriesm_4rev4e.pdf google scholar
• Kasinathan, P., Pugazhendhi, R., Elavarasan, R. M., Ramachandaramurthy, V. K., Ramanathan, V., Subramanian, S., ... & Alsharif, M. H. (2022). Realization of sustainable development goals with disruptive technologies by integrating Industry 5.0, Society 5.0, smart cities, and villages. Sustainability, 14(22), 15258. https://doi.org/10.3390/su142215258 google scholar
• Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155. https://doi.org/10.1177/0008125619859317 google scholar
• Marinelli, M. (2023). From Industry 4.0 to Construction 5.0: Exploring the Path towards Human-Robot Collaboration in Construction. Systems, 11(3), 152. https://doi.org/10.3390/systems11030152 google scholar
• Mourtzis, D., Angelopoulos, J., & Panopoulos, N. (2022). A Literature review of the challenges and opportunities of the transition from Industry 4.0 to Society 5.0. Energies, 15(17), 6276. https://doi.org/10.3390/en15176276 google scholar
• NAICS (2022) North American Industry Classification System. Executıve Offıce of the President Offıce of Management and Budget. https://www.census.gov/naics/reference_files_tools/2022_NAICS_Manual.pdf google scholar
• Robaina-Calderin, L., & Martm-Santana, J. D. (2021). A review of research on neuromarketing using content analysis: key approaches and new avenues. Cognitive Neurodynamics, 15(6), 923-938. https://doi.org/10.1007/s11571-021-09693-y google scholar
• Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993-1004. https://doi.org/10.55927/eajmr.v2i3.3112 google scholar
• Siddique, J., Shamim, A., Nawaz, M., & Abid, M. F. (2023). The hope and hype of neuromarketing: a bibliometric analysis. Journal of Contemporary Marketing Science, 6(1), 1-21. https://doi.org/10.1108/JCMARS-07-2022-0018 google scholar
• Sima, E. (2021).Managing a brand with a vision to marketing 5.0. [Paper presentation]. In MATEC Web of Conferences (343, 7-15) EDP Sciences. https://doi.org/10.1051/matecconf/202134307015 google scholar
• Srivastava, G., & Bag, S. (2023). Modern-day marketing concepts based on face recognition and neuro-marketing: a review and future research directions. Benchmarking: An International Journal. https://doi.org/10.1108/BU-09-2022-0588 google scholar
• Topcu, B. (2022). İnşaat sektöründe nöro tasarım prensipleri ile entegre nöro sürdürülebilir pazarlama kavramı üzerine bir inceleme (Publication No:764317) [Master dissertation, Izmir Democracy University]. google scholar
• Topcu B., and Sertyeşilışık B. (2021). Neuromarketing for Sustainable Construction Materials: As a Tool for Sustainability Metamorphosis in the Construction Material Industry. IDU SPAD’21 International Spatial Planning and Design Symposium Metamorphosis in Environment, Planning and Design, İzmir, Türkiye, 26 - 28 Kasım 2021, 84-90. google scholar
• Tuz A. (2021). A conceptual model for lean and green marketing in the housing industry (Publication No:675497) [Doctoral dissertation, Istanbul Technical University]. https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp google scholar
• Tuz, A., & Sertyesilisik, B. (2020). Finding and minding the gaps in state-of-the-art lean and green marketing in the construction industry. Trziste/Market, 32(2). https://doi.org/10.22598/mt/2020.32.2.187 google scholar
• Tuz, A., & Sertyesilisik, B. (2021). Integration of the management theories for enhancing green marketing implementation in the construction industry.A| ZItu Journal of The Faculty of Architecture, 18(3), 653-671. https://doi.org/10.5505/itujfa.2021.59354 google scholar
• Tuz, A., & Sertyeşilışık, B. (2022). Modelling a New Marketing Strategy in the Real Estate Market: Lean and Green Mass Marketing Mix Tools. Periodica Polytechnica Social and Management Sciences, 30(2), 186-200. google scholar
• Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002 google scholar
• Yau, K. L. A., Saad, N. M., & Chong, Y. W. (2021). Artificial intelligence marketing (AIM) for enhancing customer relationships. Applied Sciences, 11(18), 8562. https://doi.org/10.3390/app11188562 google scholar
• Yitmen, I., Almusaed, A., & Alizadehsalehi, S. (2023). Investigating the Causal Relationships among Enablers of the Construction 5.0 Paradigm: Integration of Operator 5.0 and Society 5.0 with Human-Centricity, Sustainability, and Resilience. Sustainability, 15(11), 9105. https://doi.org/10.3390/su15119105 google scholar