IJSSER

Title: A STUDY ON THE ROLE OF TECHNOLOGY/AUTOMATION IN MARKETING
Authors: Satvik Malhotra
\|\| \|\|
Satvik Malhotra Delhi Public School, Noida, UP, India
MLA 8 Malhotra, Satvik. "A STUDY ON THE ROLE OF TECHNOLOGY/AUTOMATION IN MARKETING." Int. j. of Social Science and Economic Research, vol. 7, no. 1, Jan. 2022, pp. 180-196, doi.org/10.46609/IJSSER.2022.v07i01.015. Accessed Jan. 2022. APA 6 Malhotra, S. (2022, January). A STUDY ON THE ROLE OF TECHNOLOGY/AUTOMATION IN MARKETING. Int. j. of Social Science and Economic Research, 7(1), 180-196. Retrieved from doi.org/10.46609/IJSSER.2022.v07i01.015 Chicago Malhotra, Satvik. "A STUDY ON THE ROLE OF TECHNOLOGY/AUTOMATION IN MARKETING." Int. j. of Social Science and Economic Research 7, no. 1 (January 2022), 180-196. Accessed January, 2022. doi.org/10.46609/IJSSER.2022.v07i01.015.
References [1]. Cannella, J. (2018). Artificial Intelligence in Marketing. Honors Thesis for Barrett, The Honors College at Arizona State University. Published. https://www.jamescannella.com/resources/artificial-intelligence-in-marketing-thesis [2]. Cioffi, R., Travaglioni, M., Piscitelli, G., Petrillo, A., & Felice, F. (2020). Artificial Intelligence and Machine Learning Applications in Smart Production: Progress, Trends, and Directions. Sustainability, 12(2), 492. https://www.mdpi.com/2071-1050/12/2/492/pdf [3]. Cockburn, I., Henderson, R., & Stern, S. (2018). The Impact of Artificial Intelligence on Innovation. National Bureau of Economic Research. Working paper. https://www.nber.org/system/files/working_papers/w24449/w24449.pdf [4]. Mustak, M., Salminen, J., Plé, L., & Wirtz, J. (2021). Artificial Intelligence in Marketing: Topic Modeling, Scientometric Analysis, and Research Agenda. Journal of Business Research, 124, 389–404. https://doi.org/10.1016/j.jbusres.2020.10.044 [5]. Ritter, A.I. (2019). Artificial Intelligence as Enabler in the Marketing Process: A Research Agenda. https://essay.utwente.nl/78632/1/Ritter_BA_BMS.pdf [6]. Soni, N., Sharma, E. K., Singh, N., & Kapoor, A. (2020). Impact of Artificial Intelligence on Businesses: from Research, Innovation, Market Deployment to Future Shifts in Business Models. Procedia Computer Science, 167, 2200–2210. https://doi.org/10.1016/j.procs.2020. 03.272 [7]. Thiraviyam, T. (2018). Artificial Intelligence Marketing. International Journal of Recent Research Aspects, Special issue, 449–452. https://www.researchgate.net/publication/328580914_Artificial_intelligence_Marketing
ABSTRACT: The primary objective and the study aimed to explore the effect of artificial intelligence on businesses. The central objective of this study was to determine the effect of Artificial Intelligence on the field of Marketing. For this study, the author takes into account the scope of Artificial Intelligence and Marketing and attempts to establish between the same. Differenttypes of research methodology have been used such as case studies using different companies, descriptive research as well as analytical research. In this paper, there has been thorough research done on the types of Artificial Intelligence and how it affects the marketing industry. From the review of literature, it can be inferred that artificial intelligence has completely changed the way how traditional marketing was done. Humans are using the technology to generate information like analytics at lower costs. In this way, the companies and corporations can get insights into their customers' behaviour. New marketing technologies have evolved over the years which are benefitting the consumers as well as companies. Based on the analysis and review of literature, we can conclude that artificial intelligence has had a significant impacton the field of marketing. The presented insight will help new age entrepreneurs and established businesses develop effective and efficient strategies focused on enhancing overall customer experience as well as improving profitability.

IJSSER is Member of