Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions

Today’s rapidly changing digital environments require service ­businesses to have a greater understanding of digital media as new forms of digital communication shift how companies interact with customers and enable service businesses to deliver service information and customer experiences more effectively. This article reviews the literature on online advertising and marketing for services, with a focus on the hospitality, tourism, and travel (HTT) industry. Specifically, the current article proposes six important research agendas related to service businesses, mainly focusing on the roles of 1) online reviews, 2) social media, 3) artificial intelligence and computational advertising, 4) virtual reality and augmented reality, 5) influencers, and 6) theoretical considerations of service marketing. This article sets up an agenda for future research directions by discussing 1) new technologies, 2) cross-cultural research in service businesses, and 3) ethical and diversity considerations.