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on Marketing |
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Issue of 2024–12–23
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Teona Tavdishvili (The University of Georgia); Ekaterine Maglakelidze (The University of Georgia) |
| Abstract: | This article examines the differences in preferences between generations regarding influencer marketing.The aim of the research was to study the preferences of these generations in relation to content offered by influencers. The role of influencers in eliciting desired responses from "Generation Z" and their rating were assessed. The research method is quantitative research. The study also highlights the role of influencer marketing in shaping consumer behavior and perception among Generations Y and Z, emphasizing the importance of influencers' knowledge, experience, sincerity, and platform relevance in ensuring the effectiveness of influencer marketing.The results of the study are valuable for companies aiming to reach Generation Y and Z consumers more effectively and efficiently through digital platforms. |
| Keywords: | Influencer marketing, Generation Y, Generation Z, Consumer preferences, Marketing strategies |
| JEL: | M31 M37 |
| URL: | https://d.repec.org/n?u=RePEc:sek:iefpro:14716442 |
| By: | Nane Davtyan |
| Abstract: | The rapid advancement of Artificial Intelligence (AI) has revolutionized consumer behavior analysis and digital marketing strategies by enabling personalized and efficient data-driven approaches. AI-driven tools like predictive analytics, natural language processing (NLP), machine learning, and programmatic advertising allow marketers to process vast amounts of real-time consumer data, facilitating optimized campaign performance and precise targeting. This paper explores the integration of AI in marketing, highlighting its role in enhancing predictive analytics, sentiment analysis, and real-time segmentation. Compared to traditional methods, AI-driven insights significantly improve engagement, accuracy, and return on investment (ROI). AI also plays a vital role in marketing automation, allowing dynamic adjustments in campaigns, ad placements, and content creation, improving efficiency and reducing costs. However, AI’s reliance on consumer data raises concerns regarding data privacy and algorithmic bias, especially in targeting. This paper stresses the importance of ensuring transparency, fairness, and regular audits in AI systems to maintain consumer trust and promote ethical AI use. Future research directions are discussed, focusing on enhancing transparency and algorithmic accountability while navigating the ethical challenges of AI in marketing. |
| Keywords: | Artificial Intelligence (AI), Consumer behavior analysis, Digital marketing, Predictive analytics, Natural language processing (NLP) |
| Date: | 2024–10 |
| URL: | https://d.repec.org/n?u=RePEc:bfv:sbsrec:005 |