Web Personalization And Artificial Intelligence As Tools For Marketing Communications

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F21%3A43964079" target="_blank" >RIV/49777513:23510/21:43964079 - isvavai.cz</a>

Result on the web

<a href="https://www.mlar.sk/wp-content/uploads/2021/12/6_Kupec.pdf" target="_blank" >https://www.mlar.sk/wp-content/uploads/2021/12/6_Kupec.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Web Personalization And Artificial Intelligence As Tools For Marketing Communications

Original language description

Market relationships have undergone profound changes in the past two decades, which have been accelerated by the crisis of the global pandemic. This has led to a fundamental transformation in the communications not only of businesses but also of governments, organizations, and communities. This study addresses web personalization with an emphasis on artificial intelligence in the context of their use for managing and decision-making in marketing processes in practice. These two techniques tend to be often confused in practice, and for this reason it is helpful to define their positions and mutual interactions. The goal of this article is a theoretical comparison of web personalization and artificial intelligence as part of marketing processes and the proposal of a framework for their use for creators of any online media content. At the same time it sheds light on the meaning and use of web personalization for management in practice and in particular in marketing processes and proposes a model for implementing these techniques that can be used in strategic marketing. This article presents research questions and uses secondary data analysis in the form of literature review and content analysis. The result is categorization of web personalization and artificial intelligence techniques, identifying their mutual links, and proposing an application framework for marketing practice. This article contributes to the discussion by identifying managerial use of defined techniques and their position in strategies for producers of online content and offers a new perspective on the interaction of personalization and artificial intelligence, whereas this approach has not been sufficiently explored in the academic literatur

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Media Literacy and Academic Research

ISSN

2585-8726

e-ISSN

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Volume of the periodical

4

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

19

Pages from-to

100-118

UT code for WoS article

000752441700006

EID of the result in the Scopus database

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