1st Edition
Advances in Digital Marketing in the Era of Artificial Intelligence Case Studies and Data Analysis for Business Problem Solving
This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence.
This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age.
Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.
1. AI and Advertising: Unraveling the Dynamics of Consumer Behavior and Brand Engagement
Komal Ahuja
2. Enhancing Customer Experience through AI-Enabled Content Personalization in E-Commerce Marketing
Tarun Kumar Vashishth, Vikas, Kewal Krishan Sharma, Bhupendra Kumar, Sachin Chaudhary, and Rajneesh Panwar
3. Redefining Marketing Strategies for Higher Education through AI Applications: A Critical Review
Suchita Vishwakarma and Sheetal Sharma
4. Enhancing Customer Targeting in E-Commerce and Digital Marketing through AI-Driven Personalization Strategies
Suyash Bhardwaj, Nirmesh Sharma, Mausmi Goel, Vandana, Kirti Sharma, and Vineeta Verma
5. Current Advances on the Application of Blockchain Solutions in Digital Marketing: Opportunities and Threats
Sami Mnasri, Ahmad Hassanat, Mansoor Alghamdi, Malek Alrashidi, and Thierry Val
6. Analysis and Result Prediction for Indian Premier League Using Machine Learning Algorithms
S. V. Annlin Jeba and Parvathy S Kurup
7. Study of Factors Affecting Intention to Use Artificial Intelligence by Marketers: A ChatGPT Case
Alia BesbesSahli and Raneem Bennani
8. The Effectiveness of Using Artificial Intelligence Techniques in Advertising on Social Media
Thouraya Hmidi and Aicha Zaidi
9. The Impact of Blockchain on Digital Commerce
Thouraya Hmidi and Aicha Zaidi
10. Chatbots – A Computerized Communication Specialized Device
Amrita Baid More
11. Artificial Intelligence and More Effective Advertising: Unlocking the Power of Data and Automation
Sangeet Vashishtha and Pooja Sharma
12. Chatbot and Digital Communication
Lilia Smida and Jamel-Eddine Gharbi
13. Are You Real? When Anthropomorphism Misleads the Consumer
Manel Hassairi and Karima Ghzaiel
14. Natural Language Processing to Track Cognitive, Emotional and Social Change on Reddit Mental Health and Non-Mental Health Groups during Covid-19
Manel Khadraoui and Nadia Arous
15. Do Consumers Favour a Social Presence When Using Voice Chatbots?
Moez Ltifi
16. The Moderating Role of Perceived Interaction in a Chatbot’s Impact on Conversational Commerce: From Intention to Usage to Actual Usage
Habiba Ben Ameur and Kaouther Saied Ben Rached
17. Role of Technology for Pharmaceutical Marketing in the Era of Artificial Intelligence: A Bibliometric Study
Rajesh Tiwari, Khem Chand, Sachin Ghai, M. P. Singh, Arvind Mohan, and Kapil Ahlawat
18. Market Segmentation: Machine Learning in Marketing with Clustering Model
Pedro Pablo Chambi Condori and Yaricsa Vilca Coaquera
Biography
Moez Ltifi holds a doctorate in business administration, a research master’s degree in marketing, a professional master’s degree in negotiation and sales, a master’s degree in marketing and a bachelor’s degree in marketing. He is currently Associate Professor (HDR) in Marketing at Shaqra University in Saudi Arabia and at Sfax University in Tunisia. He has relevant academic and research experience in the field of digital marketing.
His research interests include consumer behavior, online shopping, attitude, satisfaction, trust, e- loyalty, acceptance of new technologies, retailing, banking marketing, mobile marketing, tourism marketing, governance, performance, branding, digital marketing, chatbot, blockchain technology and artificial intelligence.
Dr Ltifi is the author and co-author of several indexed, classified and impacted books and scientific articles. He has contributed to several conference proceedings. He is a reviewer for various international academic journals.
His most recent articles have been published in international peer-reviewed journals such as International Journal of Bank Marketing, Management Decision, Management and Prospective, Journal of Global Marketing, International Journal of Law and Management, Corporate Governance: The International Journal of Business in Society, Journal of Knowledge Management, Journal of Air Transport Management and Future Business Journal.
