The new era of marketing and how it is perceived by customers
Paajanen, Joonas (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121626378
https://urn.fi/URN:NBN:fi:amk-2021121626378
Tiivistelmä
As internet is becoming more and more accessible around the globe, the amount of online shopping is on the rise as well. The increasing use of these platforms has given companies multiple different ways to market their products and technological advancement does not stop there. Artificial intelligence is becoming a more prevalent tool in marketing, and it has already reached the point where some countries have started to regulate data collection. Because artificial intelligence is dependent on the data, it cannot be used everywhere. But wherever data sets are available, artificial intelligence might already be there.
A literature review was used to highlight how marketing has changed over the years. To support these findings, secondary data was collected via a survey. 100 answers were collected within a week and the answers aimed to find out what the current situation is like ¬– how much of artificial intelligence is currently being used in marketing and how customers react to it. The respondents were chosen by the author and majority of them were within age group that is known to use online shopping the most. This was done to provide as accurate results as possible. The results were then analyzed and compared to the findings of the literature review. A similar, more in depth survey was also used to validate the results and to draw conclusions from.
The results were comparable to earlier research done related to the topic and this allowed the author to reflect on the findings of the literature review. The research question was then answered using a conclusion from both, the research and the literature review. In the end, the uses and the limitations of the research were discussed and suggestions for future research were provided.
A literature review was used to highlight how marketing has changed over the years. To support these findings, secondary data was collected via a survey. 100 answers were collected within a week and the answers aimed to find out what the current situation is like ¬– how much of artificial intelligence is currently being used in marketing and how customers react to it. The respondents were chosen by the author and majority of them were within age group that is known to use online shopping the most. This was done to provide as accurate results as possible. The results were then analyzed and compared to the findings of the literature review. A similar, more in depth survey was also used to validate the results and to draw conclusions from.
The results were comparable to earlier research done related to the topic and this allowed the author to reflect on the findings of the literature review. The research question was then answered using a conclusion from both, the research and the literature review. In the end, the uses and the limitations of the research were discussed and suggestions for future research were provided.