Self-disclosure of content creators: A systematic review and holistic framework

PurposeThis study aims to offer a holistic halal cosmetic consumption framework by describing the current knowledge about halal cosmetics and presenting new directions for future research.Design/methodology/approachThe theory, method and context–attributes, decision and outcome systematic review framework was used in this study. This study addresses the halal cosmetics literature published in the Scopus database: nonpredatory journals between 2010 and 2021.FindingsThis study found seven antecedent categories that affect four halal cosmetics consumption decisions. Those decisions led to three outcomes. In addition, behavioral theories were identified as the most frequent theory used to explain this phenomenon in personal and business settings.Originality/valueTo the best of the authors’ knowledge, this is the first systematic review of halal cosmetics consumption. This study explores the relevant theories, contexts, methods, antecedents and consumer decisions. Therefore, this study offers important insights into this phenomenon.

Integrating Artificial Intelligence (AI) into digital marketing practices is fundamentally reshaping how businesses interact with consumers. This study provides a narrative review of AI technologies, including machine learning, natural language processing, and predictive analytics, across key marketing functions. It identifies major trends such as hyper-personalization, automation, predictive modeling, and AI-driven content creation, synthesizing insights from academic research, industry reports, and case studies. The paper critically evaluates challenges like data privacy, technical integration, financial barriers, and algorithmic bias. Highlighting AI's dual impact, it presents transformative opportunities and ethical considerations, offering strategic recommendations for future research and responsible AI adoption. This review provides a holistic framework for leveraging AI to drive sustainable, transparent, and consumer-centric growth in the digital marketing landscape.