Artificial intelligence influence on trusting customer relationships in digital marketing

Document Type : Research Paper

Authors

1 Al-qasim Green University, Babel, Iraq

2 Mustaqbal College, Babel, Iraq

Abstract

The digital society has developed in recent years drastically as artificial intelligence has taken on a greater role. Plural companies have begun to see the potential of applying artificial intelligence in digital marketing purposes with customers. Despite the benefits of artificial intelligence, there are concerns many people that human interaction decreases. One reduction of human interaction can in turn complicate the creation of trusting customer relationships about artificial intelligence gets an advantage. This thesis obtains a qualitative research method and the empirical material was gathered through semi-structured interviews with seven respondents.

Keywords

[1] M. Annerg˚ard and ˚A. Zetterberg, Artificial intelligence-opportunities for welfare, preprint, 2017.
[2] M. Boden, Artificial intelligence and natural man, New York: Basic Books, 1977.
[3] A. Bryman and E. Bell, Business economics research methods, Oxford University Press, 2017.
[4] J. Bughin, E. Hazan, S. Ramaswamy, M. Chui, T. Allas, P. Dahlstr¨om, N. Henke and M. Trench, Artificial
Intelligence: the next global frontier, Computer Science, 2017.
[5] M. Carlsson, Working with business analysis, Malm¨o: Liber AB, 2004.
[6] M. Gheisari, G. Wang and M. Bhuiyan, A survey on deep learning in big data, IEEE Int. Conf. Comput. Sci.
Engin. (CSE) IEEE Int. Conf. Embed. Ubiq. Comput. 2 (2017), 173–180.
[7] M. G¨onen and E. Alpaydin, Multiple kernel learning algorithms, J. Machine Learn. Res. 12 (2011), 2211–2268.
[8] L. Gordon-Murnane, Ethical, Explainable artificial intelligence-bias and principles, Online Search. Inf. Disc.
Technol. Strateg. 42 (2018), no. 2, 22–30.
[9] J.P. Holdren and M. Smith, Preparing for the future of artificial intelligence, White House: Washington, DC,
USA, 2016.
[10] A.B. Inera, AI and automation for first-line healthcare, preprint, 2017
[11] R. Joan, Artificial intelligence and knowledge based system technologies, Manag. J. Inf. Technol. 4 (2014), no. 1,
1–5.
[12] M. Johnsen, The future of Artificial Intelligence in Digital Marketing: The next big technological break, Maria
Johnsen, 2017.
[13] P. Kotler and K. Keller, Marketing management, Issue 15 Harlow: Pearson Education, 2016.
[14] P. Louridas and C. Ebert, Machine learning, IEEE Software 33 (2016), no. 5, 110–115.
[15] G. Luger, Artificial intelligence: structures and strategies for complex problem solving, Pearson education, 2005.
[16] D.D. Luxton, Artificial intelligence in psychological practice: Current and future applications and implications,
Professio. Psych. Res. Practice 45 (2014), no. 5, 332.
[17] N. Martin, How AI is revolutionizing digital marketing, available at
https://www.forbes.com/sites/nicolemartin1/2018/11/12/how-ai-is-revolutionizing-digital-marketing.
[18] C.N. Maynes, 9 applications of artificial intelligence in digital marketing that will revolutionize your business,
available at https://blog.adext.com/applications-artificial-intelligence-ai-digital-marketing.[19] K. McCusker and S. Gunaydin, Research using qualitative, quantitative or mixed methods and choice based on the
research, Perfusion, 30 (2015), no. 7, 537-–542.
[20] P. Ongsulee, Artificial intelligence, machine learning and deep learning, 15th Int. Conf. ICT Knowledge Engin.,
Bangkok, 2017, pp. 92–98.
[21] R. Patel and B. Davidson, Fundamentals of research methodology: planning, conduct and report: a survey,
preprint, 2011
[22] J. Royle and A. Laing, The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries, Int. J. Inf. Manag. 34 (2014), no. 2, 65–73.
[23] S. Russell and P. Norvig, Artificial intelligence: A modern approach, 3rd Edition, Upper Saddle River, PrenticeHall, 2010
[24] M. Salehi, H. Mirzaei, M. Aghaei and M. Abyari, Dissimilarity of E-marketing VS traditional marketing, Int. J.
Acad. Res. Bus. Soc. Sci. 2 (2012), no. 1, 814–825.
[25] M. Scherer, AI in HR: Civil rights implications of employers’ use of artificial intelligence and big data, Scitech
Lawyer 13 (2017), no. 2, 12–15.
[26] P.G. Svensson and B. Starrin, Qualitative studies in theory and practice, Grove: Studentlitteratur AB, 1996.
[27] S. Wikstr¨om and R. Normann, Knowledge and value: A new perspective on corporate transformation, 2nd edition,
London and New York: Routledge, 1994.
Volume 13, Issue 2
July 2022
Pages 2509-2516
  • Receive Date: 06 March 2022
  • Revise Date: 25 April 2022
  • Accept Date: 19 May 2022