Web Personalization and Artificial Intelligence as Tools for Marketing Communications

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F21%3A%230000813" target="_blank" >RIV/04274644:_____/21:#0000813 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/25619161:_____/21:N0000030

Výsledek na webu

<a href="https://www.mlar.sk/wp-content/uploads/2021/12/MLAR_2021_No_2.pdf" target="_blank" >https://www.mlar.sk/wp-content/uploads/2021/12/MLAR_2021_No_2.pdf</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Web Personalization and Artificial Intelligence as Tools for Marketing Communications

Popis výsledku v původním jazyce

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 literature.

Název v anglickém jazyce

Web Personalization and Artificial Intelligence as Tools for Marketing Communications

Popis výsledku anglicky

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 literature.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Media Literacy and Academic Research

ISSN

2585-9188

e-ISSN

—

Svazek periodika

4

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

19

Strana od-do

100-118

Kód UT WoS článku

000752441700006

EID výsledku v databázi Scopus

—