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Reinventing the Wheel of Marketing: Assessing the Impact of Artificial Intelligence (AI) on Digital Marketing and Consumer Buying Behavior

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Innovative Computing

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 791))

Abstract

Artificial Intelligence is a rapidly growing technology, industry and research study and its astounding potential is evident along its application. With acknowledgement of its meaningful uses, its implementation for futuristic utilization is leading towards improvement. The current study aims to achieve an understanding of long-term implications in digital marketing and consumer buying behavior as AI ensured progression in digital marketing. Contemporary marketing means like biometrics, voice and conversational user interfaces offer distinct ways in adding value for brands and consumers alike. This study aims to elucidate the current capabilities of Artificial Intelligence with regards to marketing. In order to achieve the aims and objectives of the study, both the qualitative and quantitative research methods are adopted. For the qualitative data, thematic data analysis on themes emanating from transcripts was done. While for quantitative data, statistical data analysis was done on the data. This paper manifests the multidimensional framework pertaining to artificial intelligence.

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Author information

Authors and Affiliations

  1. School of Innovation, Entrepreneurship and Creation, Minjiang University, Fuzhou, 350108, Fujian, China

    Yumin Wang

  2. School of Economic and Management, Minjiang University, Fuzhou, 350108, Fujian, China

    Hailing Wang

Authors
  1. Yumin Wang
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  2. Hailing Wang
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Editor information

Editors and Affiliations

  1. Department of Computer Science and Information Engineering, National Taichung University of Science and Technology, Taichung, Taiwan

    Jason C. Hung

  2. Department of Computer Science and Information Engineering, National Taichung University of Science and Technology, Taichung City, Taiwan

    Jia-Wei Chang

  3. Department of Computer Science and Engineering, University of Aizu, Fukushima, Japan

    Yan Pei

  4. Department of Finance, Feng Chia University, Taichung, Taiwan

    Wei-Chen Wu

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© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Wang, Y., Wang, H. (2022). Reinventing the Wheel of Marketing: Assessing the Impact of Artificial Intelligence (AI) on Digital Marketing and Consumer Buying Behavior. In: Hung, J.C., Chang, JW., Pei, Y., Wu, WC. (eds) Innovative Computing . Lecture Notes in Electrical Engineering, vol 791. Springer, Singapore. https://doi.org/10.1007/978-981-16-4258-6_101

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  • DOI: https://doi.org/10.1007/978-981-16-4258-6_101

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-16-4257-9

  • Online ISBN: 978-981-16-4258-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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