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بررسی و شناسایی پیامدهای کاربرد هوش مصنوعی در بازاریابی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

دنیای دیجیتال فرصت‌های متعددی را برای بازاریابان فراهم می‌کند تا به مشتری دسترسی پیدا کنند. بااین‌حال، در دنیای پرسرعت، یافتن راه‌های جدید و نوآورانه برای بازاریابی محصولات و خدمات بسیار مهم است. با توجه به پیشرفت هوش مصنوعی و توسعه آن در حوزه بازاریابی بین‌المللی، متخصصان در حال حاضر ابزارهایی برای بازتعریف کامل درک فعلی از برندسازی، بازاریابی و تبلیغات دارند. محبوبیت روزافزون اینترنت و افزایش استفاده از دستگاه‌های تلفن همراه، حجم عظیمی از داده‌ها را برای مصرف‌کنندگان تولید می‌کند که سیستم‌های مبتنی بر هوش مصنوعی را تغذیه می‌کنند. این پژوهش از نوع پژوهش‌های آمیخته با رویکرد کیفی و کمی است که ازنظر هدف، کاربردی و ازلحاظ نحـوه گـردآوری داده، از نوع مطالعات پیمایشی است. جامعه آماری پژوهش، مدیران و کارشناسان متخصص در حوزه بازاریابی دیجیتال و IT در حوزه بین‌الملل ، بودند که با استفاده از روش نمونه‌گیری گلوله برفی انتخاب شدند. در بخش کیفی ابزار گردآوری اطلاعات، بررسی کتابخانه‌ای و مقالات، مصاحبه و در بخش کمـی پرسشنامه بود. در بخش کیفی روش تحلیل داده‌ها، با استفاده از تحلیل تم که با نرم‌افزار MAXQDA و بـا استفاده از روش کدگذاری تدوین شد و در بخش کمی، روش تحلیل بر مبنای آزمون همبستگی کندال بود. مطابق با نتایج پژوهش، 9 تم اصلی، 20 تم فرعی و 50 کد کشف شدند که شامل پیامدهای کاربرد هوش مصنوعی در بازاریابی بین‌الملل بودند

کلیدواژه‌ها

عنوان مقاله [English]

Investigating and identifying the consequences of using artificial intelligence in marketing

نویسندگان [English]

  • Ghasem zarei 1
  • Rahim Mohammad khani 2
  • hajar fathi 3

1 Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran

2 Doctoral student of Business Administration, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

3 Master's student in Business Administration, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

چکیده [English]

The digital world provides many opportunities for marketers to reach customers. However, in the fast-paced world, finding new and innovative ways to market products and services is very important. Due to the advancement of artificial intelligence and its development in the field of international marketing, professionals now have the tools to completely redefine the current understanding of branding, marketing and advertising. The growing popularity of the Internet and the increased use of mobile devices are generating massive amounts of consumer data that feed artificial intelligence-based systems. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts specializing in the field of digital marketing and IT in the international field, who were selected using the snowball sampling method. In the qualitative part, the tools for collecting information were library and articles review, interviews, and in the quantitative part, questionnaires. In the qualitative part of the data analysis method, using the theme analysis that was compiled with MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test. According to the results of the research, 9 main themes, 20 sub-themes and 50 codes were discovered, which included the consequences of using artificial intelligence in international marketing. The research findings can have important results for exporters and international marketers

کلیدواژه‌ها [English]

  • : artificial intelligence
  • machine learning
  • big data
  • marketing
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پژوهش های مدیریت در ایران
دوره 28، شماره 2
تیر 1403
صفحه 1-31
فایل ها
اشتراک گذاری
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