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Dissertations / Theses on the topic 'AI Marketing'

Author: Grafiati

Published: 6 July 2021

Last updated: 25 July 2025

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1

Quarantotto, Vittori Giovanni <1996&gt. "Review of AI-based marketing approaches." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/18778.

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Artificial intelligence is the shiny new frontier in marketing. The increasing computational capabilities of computers and algorithms, and the increasing availability of huge volumes of data, may pave the way to new and unexplored venues in the whole marketing sector. Every single piece of the customer journey is going to change, and the process has already started. With big data at the center of my analysis, there are several aspects that I wish to investigate: - What is the current state of the art, regarding AI application in the marketing sector, and what the future may look like a couple

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Savola, Tommi, Tyko Tuohimaa, and Sebastian Berg. "AI-Enhanced Marketing Management – Factors Influencing Adoption in SMEs." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39908.

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Recent developments and hype around artificial intelligence (AI) have arisen as result of two main factors: increase in computational power and data. Although marketing is considered as one of the main business applications within AI today, there is a lack of literature combining the disciplines. Marketing management tools, which utilise AI in supporting decision making are referred to as knowledge-driven marketing management support systems (MMSS). These systems provide besides quantitative analysis, further qualitative facets into marketing management. Despite the willingness of many SMEs to

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Iqbal, Tahir, and Md Nazmul Khan. "The Impact of Artificial Intelligence (AI) on CRM and Role of Marketing Managers." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35225.

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Background- Emergence of artificial intelligence (AI) has transformed the dynamics of the business world. AI tools are changing the way marketers used to do business and these changes are so profound that it has become difficult for marketing managers to overlook the importance of investing in and adopting AI as an integral part of the marketing function. Companies which have implemented AI in their Customer Relationship Management (CRM) and marketing as a whole,have reported significant impacts on company’s growth in terms of customer loyalty and profitability. In recent years, we also witnes

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Mugrauer, Alex, and Johannes Pers. "Marketing managers in the age of AI : A multiple-case study of B2C firms." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161285.

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The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. Accordingly, the role of marketing manager is expected to transform to a large extent. This calls for further research, since the area appears underexplored in relation to its weight of importance. Thus, the main purpose of this thesis is to contribute to the literature in marketing and management by exploring the ongoing tra

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Fioravanti, Silvia <1996&gt. "Le OTA ed il marketing interculturale: presentare le strutture ricettive ai turisti dell’Asia Orientale." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/19840.

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Nel presente elaborato andremo ad analizzare in che modo si differenzi la presentazione delle strutture ricettive sulle principali Online Travel Agencies a seconda della cultura di appartenenza del turista a cui è rivolto l’annuncio. In particolare, ci concentreremo su due delle culture più rilevanti dell’Asia Orientale: la cultura cinese e quella giapponese. Iniziando con la profilazione del turista asiatico in modo da comprendere al meglio come la cultura ne influenzi le preferenze ed il comportamento d’acquisto, proseguiremo analizzando le principali OTA sia a livello italiano che orientale

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Lindström, Sofia, Sebastian Edemalm, and Erik Reinholdsson. "Marketers are Watching You : An exploration of AI in relation to marketing, existential threats, and opportunities." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52744.

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Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. Technology is evolving at a rapid pace and Artificial Intelligence (AI) can be found in a variety of applications. AI in marketing can provide valuable data clusterization and insights for pe

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Klee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.

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With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. Therefore, the research question is asked: How does Programmatic Advertising influence consumer's data security and diversity of opinion and what effect does this have on the further development of the technology? For the purpose of elaborating the research problem a literature analysis and expert interviews are carried out. The analysis shows that Programmatic Advertisi

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Solenne, Andrea. "Machine Learning nell'era del Digital Marketing." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/20476/.

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Il Machine Learning è una branca dell’intelligenza artificiale avente lo scopo di migliorare autonomamente l’identificazione di pattern nei dati. L'obiettivo di questo elaborato è capire se gli strumenti che mette a disposizine il machine learning possano fare la differenza nella creazione di strategie di digital marketing. Per rispondere a questa domanda sono stati presi in considerazione come casi studio, aziende che hanno utilizzato o utilizzano algoritmi di machine learning per il raggiungimento o miglioramento delle proprie strategie di marketing. Sulla base dei casi analizzati, si è dedo

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9

Timothy, Edward Bant Breen. "I think therefore I am…? An exploration of artificial intelligence (AI) marketing practitioner perceptions and practices." Doctoral thesis, Universitat Ramon Llull, 2020. http://hdl.handle.net/10803/668994.

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Aquesta tesi explora les percepcions de la IA per part de la indústria de la publicitat i el màrqueting i les contrasta amb l’estat actual de desenvolupament de la IA. La indústria de la publicitat és un punt focal interessant per discussions amb relació a la IA, ja que és una indústria emblemàtica i creativa, sovint vista com una àrea en què les màquines únicament poden copiar o donar suport però no pas idear i crear. La intel·ligència artificial (IA) és una intel·ligència exposada per màquines. En la ciència de la computació, una màquina “intel·ligent” ideal és un agent flexible i racion

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MARINELLI, LUCA, and Luca Marinelli. "Nuovi modelli di ricerche di marketing: le potenzialità della social network analysis applicata ai social media." Doctoral thesis, Università Politecnica delle Marche, 2015. http://hdl.handle.net/11566/242915.

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In questo lavoro si affronta il tema del rapporto tra le ricerche di marketing e le opportunità fornite dalla Rete. In particolare, ci si focalizza sui recenti sviluppi derivanti dalla nascita di strumenti digitali come i social media e la possibilità di accedere ad un continuo flusso di dati, mediante l’impiego di piattaforme per l’analisi dei Big Data. Le tecnologie alla base dei Big Data hanno difatti impattato fortemente nelle performance di ricerca dando vita a nuove tecniche, potenziandone altre o riportando in auge metodologie che negli anni avevano perso appeal. A tal proposito, in

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La, Perna Francesco. "Strategie di Social Media Marketing delle società sportive professionistiche: un indice di esposizione applicato ai teams NBA." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8840/.

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L’obiettivo di questo studio è analizzare in che misura e con quali modalità le società di un mercato ricco ed importante come quello della National Basketball Association stiano sfruttando i canali messi a disposizione dal Web 2.0 e dai cosiddetti nuovi media. Il progetto si propone quindi di rispondere ai seguenti tre quesiti di ricerca:  1 Quali sono gli strumenti attualmente a disposizione delle società NBA per promuovere il loro “prodotto” relativamente all’utilizzo delle tecnologie del Web 2.0 e dei Social Media?  2 Quali vantaggi e quali cambiamenti hanno portato queste nuove tec

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Anzén, Elizabeth, and Lukas Ekberg. "Understanding how automatized personalization with AI can drive value in B2B marketing : A case study of a Swedish industrial equipment manufacturer." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279668.

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In the last decade, marketing automation, a tool for automatic personalization, has been gaining significant traction among marketing professionals. In parallel with the growing adoption trend, many marketing automation platform providers have been extending their offers to include AI features. However, there is a lack of research regarding how AI can enhance the process of marketing automation in a way that creates value, which is the studied topic in this thesis. A qualitative and exploratory case study has been conducted in collaboration with the global B2B company Atlas Copco, a manufactur

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13

Bergquist, Olsson Frida, and Hanna Dahl. "Co-creators or puppets? : a study on AI-marketing’s role in consumers’ value co-creation." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22155.

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In recent years, AI has received increased attention in the field of marketing and is believed to grow even more in the future. It seems that the use of AI in marketing has a significant impact on consumer value creation. The purpose of this thesis is to explore how consumers experience the role of AI-marketing within the scope of the online customer journey, including how both positive and negative aspects of AI-based decision aids influence their value co-creation. Based on previous research, a conceptual model was created to determine whether consumers co-create or co-destroy value in the i

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Franzin, Chiara <1987&gt. "terrorismo e marketing. Evoluzione della filosofia terroristica europea e mediorientale e dei sistemi di divulgazione del messaggio terroristico dall'inizio del XX secolo ai giorni nostri." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/7443.

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Anche se il termine terrorismo è tornato prepotentemente di moda in questi tempi moderni ha una storia antica come l’umanità stessa. Ammettendo che è impossibile eseguire un’analisi esauriente di tutto il fenomeno terroristico intercorso tra gli ultimi anni del XIX secolo ai giorni nostri in queste poche pagine, si cercherà di indagare i principali movimenti terroristici a vocazione internazionale che hanno agito e che tutt’ora agiscono nell’area europea, mediterranea e nord-africana. In questo primo capitolo si intende fare una panoramica generale di questi movimenti in quanto si ritiene che

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Gremlin, Therese, and Vlada Rusakova. "What do consumers really think about advertising chasing them online? : A quantitative study about consumers’ perception of behavioural marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74811.

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Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral ma

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16

Donini, Angelica. "Analisi del fenomeno Dating Show. L’amore crea il successo: dalle rose di The Bachelor ai troni di Uomini e donne." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022. http://amslaurea.unibo.it/25135/.

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La mia tesi per la conclusione del mio percorso di studi magistrale nasce innanzittutto da un mio personale interesse di ricerca. La mia intenzione con questo elaborato è quello di analizzare le ragioni del successo dei dating show. Attraverso quindi lo studio e l'analisi di diversi testi e ricerche specifiche, spiegherò come funzionano questi format e come, anche se considerati prodotti "trash" e di serie B, ancora oggi abbiano un successo di audience incredibile che non sembra voler finire. In sequito ho analizzato alcuni dei dating show più famosi e particolari, sia americani che itali

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17

Di, Lascio Angelo <1989&gt. "The Dragon’s sweet tooth: Il Marketing dei prodotti alimentari e dolciari in Cina. Analisi delle specificità culturali del mercato Cinese dei prodotti alimentari, con particolare riferimento ai prodotti dolciari." Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/4282.

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In 1826 Brillat-Savarin stated: “Tell me what kind of food you eat and I will tell you who you are”. Since then, there has been a large body of research examining the relationship between food and culture, and the debate is still current. The topic is key for nowadays food companies operating in international markets. Food is one of the inner subjects in a culture: that’s why it also represents one of the most “cross-cultural topic”. As Zampollo underlines, food is central to cross-cultural studies of behavior, thought and symbolism (Zampollo et al., 2008), that’s why package, colors, flavors,

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18

Boman, Felicia, Frida Eriksson, and Lindgren Fanny Vesterberg. "Artificell intelligens inflytande på tillitsfulla kundrelationer inom digital marknadsföring. : En kvalitativ studie om hur företag kan bygga tillitsfulla kundrelationer i samband med artificiell intelligens som marknadsföringsverktyg." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-89068.

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Bakgrund: Det digitala samhället har under de senaste åren utvecklats drastiskt då artificiell intelligens har fått en större roll. Flertal företag har börjat se potential med att tillämpa artificiell intelligens inom digitala marknadsföringssyften med kunder. Trots de fördelar artificiell intelligens medför oroar sig många människor att mänsklig interaktion minskar. En minskning av den mänskliga interaktionen kan i sin tur försvåra skapandet av tillitsfulla kundrelationer om artificiell intelligens får ett övertag. Syfte: Studiens syfte har varit att undersöka hur företag

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Kuylenstierna, Elsa, and Hanna Trägårdh. "Customers perception of Artificial Intelligence as Chatbots in CRM." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44538.

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ABSTRACT Title: Customers perception of Artificial Intelligence as Chatbots in CRM Subject: Bachelor thesis in business administration, 15 hp Authors: Hanna Trägårdh & Elsa Kuylenstierna Supervisor: Klaus Solberg Söilen Examiner: Ulf Aagerup Keywords: Artificial intelligence, Chatbots, Customer Relationship Management, Generation Z, Generation Y Purpose: The purpose of this study is to determine the perception Swedish customers from Gen Z and Gen Y have of companies using chatbots in customer relationship management. Furthermore the study will analyze if the different generationa

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Nittler, Josefine, and Mattias Ahlsén. "Nyckelkomponenter för att bygga upp kundförtroende inom rymdindustrin : En undersökning av framtiden för satellitapplikationer." Thesis, Uppsala universitet, Industriell teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447558.

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Denna studie är en empirisk fallstudie av det svenska rymd- och automationsföretaget Unibap AB om hur man bygger förtroende för rymdindustrin. Rymdindustrin är särpräglad på det sättet att rymduppdrag har höga insatser på grund av höga kostnader och det faktum att tekniken inte kan modifieras efter lanseringen. Tillförlitlighet och förtroende är därför avgörande faktorer för att göra affärer inom rymdindustrin. Dessutom kan AI-baserade satellitlösningar ge stora fördelar, men 60% av motståndet från företag att köra AI är kopplat till bristande förtroende. Begreppet förtroende har diskuterats t

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Nittler, Josefine, and Mattias Ahlsén. "Key components of building customer trust in the space industry : An investigation of the future of satellite applications." Thesis, Uppsala universitet, Industriell teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447558.

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This study is an empirical case study of the Swedish space- and automation company Unibap AB about how to build trust in the space industry. The space industry is distinctive in the way that space missions are at high stakes because of the high costs and the fact that the technology can not be modified after launch. Reliability and trust are therefore crucial factors of doing business in the space industry. Also, AI-based satellite solutions can bring huge benefits but 60% of the resistance from companies to running AI is linked to lack of trust. The concept of trust has been discussed before

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Yu, Li-ping, and 尤麗萍. "Drama as a Means of Social Marketing--An example for Tzu Chi Da Ai TV." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/19061891230391265370.

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Lin, Kuan-hung, and 林冠宏. "Marketing Strategies of the Production of Non-Profit Religious TV Programs and Strategies Used to Touch the Audience: Da-Ai Drama Taken as the Example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/99049966458428033241.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>99<br>When the public and private sectors fail to meet the multifaceted market demands in terms of service and production, non-profit organizations (NPO) and non-government organizations (NGO) become the third-party sector between the government and private enterprises to satisfy the expectations and needs of the general public. Since 1990, NPOs have mushroomed in Taiwan. When the market becomes increasingly multi-oriented and competitive, the third-party sector working on fund-raising should develop with public welfare in mind and emphasize both the organizati

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Tomás, Daniel Filipe Agostinho. "Inteligência artificial: O próximo passo para uma revolução no marketing digital." Master's thesis, 2020. http://hdl.handle.net/10071/21089.

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Os avanços tecnológicos recentes permitiram a evolução do marketing tradicional para o marketing digital, criando também o desafio do Big Data e de como lidar com o excesso de dados. A IA surge como uma possível solução para lidar com este paradigma e o marketing torna-se um beneficiário natural, considerando que tira proveito dos dados nos seus processos. O objetivo desta dissertação é avaliar o potencial da aplicação de IA no marketing digital. Este conhecimento poderá acelerar a adoção de tecnologias de IA por parte de todos os intervenientes e, possivelmente, revolucionar o marketing digit

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Montenegro, Maria Cristina Ferraz. "Potential impact on workforce and labor market as a result of AI/automation: A perspective of the Portuguese labor force." Master's thesis, 2019. http://hdl.handle.net/10071/19532.

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The dissertation aims at exploring the impacts of automation and its branches (Artificial Intelligence, Internet of Things, Machine Learning, and others) in the workforce. As such, it intends to analyze predicted current jobs at risk of being automated and potential emerging professions due to the digital transformations humankind is subject to. It is intended to understand whether these transformations, also known as the Fourth Industrial Revolution, are likely to follow the same evolution as the previous Industrial Revolutions. The main target will be people working in Portugal, indepe

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Nobre, Ricardo Miguel Silva. "How artificial intelligence can provide support in project resource management." Master's thesis, 2020. http://hdl.handle.net/10071/21310.

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With the exponential advancement of technology, most companies are starting to adopt these innovative systems to improve their performance and a major player in this advancement is the development of Artificial Intelligence (AI). The following dissertation explores the application of AI in Project Resource Management in order to understand how this technology can support and improve the management of Human and Physical resources in Projects. By taking a sample of professional Project Managers in the Portuguese labour market, it was identified their major difficulties in the different Project R

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PETRINI, Maria Celeste. "IL MARKETING INTERNAZIONALE DI UN ACCESSORIO-MODA IN MATERIALE PLASTICO ECO-COMPATIBILE: ASPETTI ECONOMICI E PROFILI GIURIDICI. UN PROGETTO PER LUCIANI LAB." Doctoral thesis, 2018. http://hdl.handle.net/11393/251084.

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Con l’espressione “marketing internazionale” ci si riferisce a quell’insieme di attività adottate dall’impresa al fine di sviluppare o perfezionare la propria presenza sul mercato estero. Oggetto della presente ricerca è l’analisi degli aspetti problematici che tali attività sollevano sul piano giuridico: attraverso un approccio basato sull’integrazione della cultura economica del marketing d’impresa con quella più propriamente giuridica, l’indagine mira ad individuare le fattispecie di marketing rilevanti sotto il profilo giuridico e giuspubblicistico, ad analizzarne i profili che risultano p

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