△人工智能在数字营销领域的十大应用
1
智能营销的含义、特征及应用
△人工智能系统的构建模块[3]
△左图来自小红书KOL真实发帖,右图出自秒出
2
3
智能技术影响下的企业营销策略
第三,企业应当进一步提升消费者对品牌的忠诚度。无论是否在服务中应用人工智能技术,提升品牌忠诚度都是企业的重点营销策略,在应用人工智能技术时,这一策略尤为重要。有研究发现,客户对品牌的忠诚度对使用人工智能的支持程度有显著影响。[14]因此消费者对品牌的忠诚度对企业推广人工智能技术是有利的。
4
结语
参考文献(滑动查看):
[2]杨扬,刘圣,李宜威,等.大数据营销:综述与展望[J].系统工程理论与实践,2020,40(8):2150-2158.
[3]朱国玮,高文丽,刘佳惠,等.人工智能营销:研究述评与展望[J/OL].外国经济与管理,2021,43(7):86-96.DOI:10.16538/j.cnki.fem.20201226.301.
[4]PASCHENJ,KIETZMANNJ,KIETZMANNTC.Artificialintelligence(AI)anditsimplicationsformarketknowledgeinB2Bmarketing[J/OL].JournalofBusiness&IndustrialMarketing,2019,34(7):1410-1419.DOI:10.1108/JBIM-10-2018-0295.
[5]PuntoniS,ReczekRW,GieslerM,etal.Consumersandartificialintelligence:Anexperientialperspective[J].JournalofMarketing,2021,85(1):131-151.
[6]AndréQ,CarmonZ,WertenbrochK,etal.Consumerchoiceandautonomyintheageofartificialintelligenceandbigdata[J].CustomerNeedsandSolutions,2018,5(1-2):28-37.
[8]XiaoB,BenbasatI.Anempiricalexaminationoftheinfluenceofbiasedpersonalizedproductrecommendationsonconsumers’decisionmakingoutcomes[J].DecisionSupportSystems,2018,110:46-57.
[9]CasteloN,BosMW,LehmannDR.Task-DependentAlgorithmAversion.JournalofMarketingResearch.2019;56(5):809-825.
[10]MouY,XuK.Themediainequality:Comparingtheinitialhuman-humanandhuman-AIsocialinteractions[J].ComputersinHumanBehavior,2017,72:432-440.
[11]LuoXM,TongSL,FangZ,etal.Frontiers:Machinesvs.humans:Theimpactofartificialintelligencechatbotdisclosureoncustomerpurchases[J].MarketingScience,2019,38(6):937-947.
[12]DoganGursoy,OscarHengxuanChi,LuLu,RobinNunkoo,Consumersacceptanceofartificiallyintelligent(AI)deviceuseinservicedelivery,InternationalJournalofInformationManagement,2019,49:157-169.
[13]Pega.n.d.WhatconsumersreallythinkaboutAI:Aglobalstudy.1–14.
[14]NisreenAmeen,AliTarhini,AlexanderReppel,AmitabhAnand,Customerexperiencesintheageofartificialintelligence,ComputersinHumanBehavior,Volume,2021(114),106548.
[15]Roe,D.2020.6issuesmarketersneedtoconsiderforsuccessfulAIimplementations.CMSWire,April2.