Pazarlama 5.0 ve Yapay Zekâ Destekli Sohbet Robotları: Kavramsal Bir İnceleme

Year 2024, Volume: 21 Issue: 2, 136 - 157, 29.12.2024

Gizem Koçak

Abstract

Pazarlama 5.0, yapay zekâ, büyük veri analitiği ve Nesnelerin İnterneti gibi ileri teknolojilerin entegrasyonu ile müşteri odaklı, kişiselleştirilmiş deneyimlere öncelik veren yenilikçi bir pazarlama yaklaşımıdır. Bu çalışmanın amacı, bu yenilikçi teknolojilerin önemli örneklerinden biri olan yapay zekâ destekli sohbet robotlarının pazarlama alanındaki kullanımını ve uygulama örneklerini kavramsal bir çerçeve üzerinden inceleyerek, bu teknolojinin pazarlama faaliyetlerinde işletmelere avantaj sağlama potansiyelini ortaya koymaktır. Günümüzde tüketicilerin dijital kanallarda artan etkinliği ve bu doğrultuda değişen talepleri, işletmelerin dijital pazarlama stratejilerine daha fazla önem vermesine neden olmaktadır. Türkiye dijital reklamcılık alanında %50 büyüme oranıyla 2023 yılında Avrupa’nın en hızlı büyüyen ülkesi olmuştur ve bu artış, dijital dönüşümün pazarlama stratejilerindeki etkisini vurgulamaktadır. İlgili literatür incelendiğinde, Pazarlama 5.0 yaklaşımına ve pazarlama alanında yapay zekâ destekli sohbet robotlarının kullanımına yönelik çalışmalarının sınırlı olduğu görülmektedir. Bu bağlamda, çalışmada yapay zekâ destekli sohbet robotlarının kapsamı ve uygulanabilirliği literatürdeki bilimsel çalışmalar ve örnek uygulamalar üzerinden değerlendirilmiştir. Çalışma sonucunda, yapay zekâ destekli sohbet robotlarının işletmelere müşteri memnuniyeti artırma, maliyet tasarrufu ve sürdürülebilir rekabet avantajı sağlama açısından önemli bir potansiyele sahip olduğu ortaya konulmuştur. Ayrıca söz konusu teknolojinin, tüketici davranışlarını hızla analiz etme ve operasyonel verimliliği artırma noktasında da fayda sağladığı görülmüştür.

Keywords

Pazarlama 5.0, Yapay Zekâ Destekli Sohbet Robotları, Dijital Pazarlama

References

• Adam, M., Wessel, M., & Benlian, A. (2021). AI-based chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427-445. https://doi.org/10.1007/s12525-020-00414-7
• Adamopoulou, E., & Moussiades, L. (2020). Chatbots: history, technology, and applications. Machine Learning with Applications, 2, 100006. https://doi.org/10.1016/j.mlwa.2020.100006 Adwan, A. (2024). Can companies in digital marketing benefit from artificial intelligence in content creation?. International Journal of Data and Network Science, 8(2), 797-808. 10.5267/j.ijdns.2023.12.024
• Ait-Mlouk, A., & Jiang, L. (2020). KBot: a Knowledge graph based chatbot for natural language understanding over linked data. IEEE Access, 8, 149220-149230. 10.1109/ACCESS.2020.3016142
• Akıncı, O., & Taşkıran, H. B. (2020). Deneyim odaklı pazarlama ve arttırılmış gerçeklik: arttırılmış gerçeklik uygulamalarının marka tercihi üzerindeki etkisini tespit etmeye yönelik bir araştırma. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 8(18), 98-128.
• Al-Amin, M., Ali, M. S., Salam, A., Khan, A., Ali, A., Ullah, A., ... & Chowdhury, S. K. (2024). History of generative Artificial Intelligence (AI) chatbots: past, present, and future development. ArXiv, abs/2402.05122. https://doi.org/10.48550/arXiv.2402.05122.
• Alghizzawi, M. (2024). A Review of the Chat GBT Technology Role in Marketing Research. Artificial Intelligence in Education: The Power and Dangers of ChatGPT in the Classroom, 497-507. https://doi.org/10.1007/978-3-031-52280-2_31
• Al-Hasan, T. M., Sayed, A. N., Bensaali, F., Himeur, Y., Varlamis, I., & Dimitrakopoulos, G. (2024). From Traditional Recommender Systems to GPT-Based Chatbots: A Survey of Recent Developments and Future Directions. Big Data and Cognitive Computing, 8(4), 36. https://doi.org/10.3390/bdcc8040036
• Alin, L., & Hasan, A. (2019). The impact of industrial revolution to marketing. Electronic Research Journal of Social Sciences and Humanities, 1(4), 114-122.
• Amado, A., Cortez, P., Rita, P., & Moro, S. (2018). Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis. European Research on Management and Business Economics, 24(1), 1-7.
• Arora, S., & Thota, S. R. (2024). Using Artificial Intelligence with Big Data Analytics for Targeted Marketing Campaigns. no. June.
• Arsenijevic, U., & Jovic, M. (2019). Artificial intelligence marketing: chatbots. In 2019 international conference on artificial intelligence: applications and innovations (IC-AIAI) (pp. 19-193). IEEE. https://doi.org/10.1109/IC-AIAI48757.2019.00010
• Artun, O., & Levin, D. (2015). Predictive marketing: Easy ways every marketer can use customer analytics and big data. John Wiley & Sons.
• Asim, Z., Raees, B., Qamar, H., Manzoor, R., & Nisar, A. (2024). Navigating the Digital Landscape: A Framework Between Chatbot Marketing Efforts and Brand Loyalty. Journal of Asian Development Studies, 13(2), 817-836.
• Avinash, V. (2021). The role of ai in predictive marketing using digital consumer data. Dogo Rangsang Research Journal, 11(6).
• Bakator, M., Vukoja, M., & Manestar, D. (2023). Achieving competitiveness with marketing 5.0 in new business conditions. UTMS Journal of Economics, 14(1), 63-73.
• Başyazıcıoğlu, H. N., & Karamustafa, K. (2018). Marketing 4.0: impacts of technological developments on marketing activities. Kırıkkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-640.
• Benali, S., & Boumenkar, D. (2024). Contribution of Chatbot Applications to Attaining Digital Financial Inclusion-Analysis and Evaluation of America's Chatbot Erica Experience. 516-497, (3) 6.
• Berry, D. M. (2023). The limits of computation: Joseph Weizenbaum and the ELIZA chatbot. Weizenbaum Journal of the Digital Society, 3(3). https://doi.org/10.34669/WI.WJDS/3.3.2 Betrand, C., Ekwealor, O., & Onyema, C. (2023). Artificial Intelligence Chatbot Advisory System. International Journal of Intelligent Information Systems. https://doi.org/10.11648/j.ijiis.20231201.11.
• Bradeško, L., & Mladenić, D. (2012, October). A survey of chatbot systems through a loebner prize competition. In Proceedings of Slovenian language technologies society eighth conference of language technologies (Vol. 2, pp. 34-37). sn.
• Busa, A. (2021). Marketing 5.0: Technology for Humanity. Biblioteche oggi, 39, 73-76. http://dx.doi.org/10.3302/0392-8586-202106-073-1
• Candeloro, D. (2020). Towards sustainable fashion: the role of artificial intelligence---H&M, Stella McCartney, Farfetch, Moosejaw: A multiple case study. ZoneModa Journal, 10(2), 91-105.
• Chen, W. Y. (2024). Intelligent Tutor: Leveraging ChatGPT and Microsoft Copilot Studio to Deliver a Generative AI Student Support and Feedback System within Teams. arXiv preprint arXiv:2405.13024.
• Cheng, Y., & Jiang, H. (2022). Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts. Journal of Product & Brand Management, 31(2), 252-264.
• ClassicReload. (2024). Dr. Sbaitso. https://classicreload.com/dr-sbaitso.html Erişim tarihi: 24.05.2024
• Colby, K. M., Hilf, F. D., Weber, S., & Kraemer, H. C. (1972). Turing-like indistinguishability tests for the validation of a computer simulation of paranoid processes. Artificial Intelligence, 3, 199-221. https://doi.org/10.1016/0004-3702(72)90049-5
• Colby, K. M., Weber, S., & Hilf, F. D. (1971). Artificial paranoia. Artificial intelligence, 2(1), 1-25.
• Curran, J. (2012). Rethinking internet history: James Curran. In Misunderstanding the internet (pp. 40-71). Routledge.
• Curry, C., & O'Shea, J. D. (2012). The implementation of a story telling chatbot. Advances in Smart Systems Research, 1(1), 45.
• Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
• Dixon, M., Freeman, K., & Toman, N. (2010). Stop trying to delight your customers. Harvard business review, 88(7/8), 116-122.
• Dutt, V. Marketing 5.0: The Era of Technology and the Challenges Faced By It.
• Faiz, S. (2022, Ağustos 29). Marketing 5.0: Technology for Humanity. DPU Business School Blogs. https://bschool.dpu.edu.in/Blogs/marketing-5-0-technology-for-humanity
• Følstad, A., Nordheim, C. B., & Bjørkli, C. A. (2018). What makes users trust a chatbot for customer service? An exploratory interview study. In Internet Science: 5th International Conference, INSCI 2018, St. Petersburg, Russia, October 24–26, 2018, Proceedings 5 (pp. 194-208). Springer International Publishing.
• Galitsky, B. (2019). Developing enterprise chatbots. New York: Springer International Publishing.
• Gochhait, S., Mazumdar, O., Chahal, S., Kanwat, P., Gupta, S., Sharma, R., ... & Sachan, R. (2020, May). Role of artificial intelligence (AI) in understanding the behavior pattern: a study on e-commerce. In ICDSMLA 2019: Proceedings of the 1st International Conference on Data Science, Machine Learning and Applications (pp. 1600-1606). Singapore: Springer Singapore. https://doi.org/10.1007/978-981-15-1420-3_166
• Grandhi, B., Patwa, N., & Saleem, K. (2021). Data-driven marketing for growth and profitability. EuroMed Journal of Business, 16(4), 381-398. https://doi.org/10.1108/EMJB-09-2018-0054
• Gunderson, K. (1964). The imitation game. Mind, 73(290), 234-245.
• Hair Jr, J. F. (2007). Knowledge creation in marketing: the role of predictive analytics. European Business Review, 19(4), 303-315. https://doi.org/10.1108/09555340710760134.
• Hemchand, S. (2016). Adoption of sensor based communication for mobile marketing in India. Journal of Indian Business Research, 8(1), 65-76. https://doi.org/10.1108/JIBR-08-2015-0091.
• High, R. (2012). The era of cognitive systems: An inside look at IBM Watson and how it works. IBM Corporation, Redbooks, 1, 16.
• Hildebrand, C., & Bergner, A. (2019). AI-driven sales automation: Using chatbots to boost sales. NIM Marketing Intelligence Review, 11(2), 36-41.
• Hsu, S. F., & Liou, S. (2021, December). Artificial intelligence impact on digital content marketing research. In 2021 9th international conference on orange technology (ICOT) (pp. 1-4). IEEE.
• Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50. https://doi.org/10.1007/s11747-020-00749-9
• Ikumoro, A. O., & Jawad, M. S. (2019). Assessing intelligence conversation agent trends-chatbots-ai technology application for personalized marketing. TEST Engineering and Management, 81, 4779-4785.
• Imran, M., & Almusharraf, N. (2024). Google Gemini as a next generation AI educational tool: a review of emerging educational technology. Smart Learning Environments, 11(1), 22. https://doi.org/10.1186/s40561-024-00310-z
• Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012, July). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In 2012 sixth international conference on innovative mobile and internet services in ubiquitous computing (pp. 852-857). IEEE. 10.1109/IMIS.2012.203
• Jeannette, E. & Hadded, S. (2020). From chatbot to personal assistant.
• Jenneboer, L., Herrando, C., & Constantinides, E. (2022). The impact of chatbots on customer loyalty: A systematic literature review. Journal of theoretical and applied electronic commerce research, 17(1), 212-229.
• Jwala, K., Sirisha, G. N. V. G., & Raju, G. P. (2019). Developing a chatbot using machine learning. International Journal of Recent Technology and Engineering (IJRTE), 8(1S3), 89-92.
• Kaczorowska-Spychalska, D. (2018). Digital technologies in the process of virtualization of consumer behaviour–awareness of new technologies. Management, 22(2).
• Kaczorowska-Spychalska, D. (2019). Chatbots in marketing. Management, 23(1).
• Kaul, V., Enslin, S., & Gross, S. A. (2020). History of artificial intelligence in medicine. Gastrointestinal endoscopy, 92(4), 807-812.
• Kedi, W. E., Ejimuda, C., Idemudia, C., & Ijomah, T. I. (2024). AI Chatbot integration in SME marketing platforms: Improving customer interaction and service efficiency. International Journal of Management & Entrepreneurship Research, 6(7), 2332-2341.
• Kenny, D., & Marshall, J. F. (2000). Contextual marketing. Harvard business review, 78(6), 119-125.
• Khalid, A. (2023). A Research on'The Paradigm Shifts of Marketing from 1.0 to 5.0': with Special Reference to Marketing Shifts in The FMCG Sector. Available at SSRN 4389796.
• Khan, R., & Das, A. (2018). Build better chatbots. A complete guide to getting started with chatbots.
• Khoa, B. T. (2021). The impact of chatbots on the relationship between integrated marketing communication and online purchasing behavior in the frontier market. Jurnal The Messenger, 13(1), 19-32.
• Kılıç Özgüner, H., (2010). “İlişkisel Pazarlamada Bilgi Teknolojilerinin Kullanılması ve Bağlamsal Pazarlama Stratejisi”, Doktora Tezi, Dumlupınar Üniversitesi Sosyal Bilimler Enstitüsü, 2010, Kütahya.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Pazarlama 5.0: İnsan için teknoloji. (T. Gezer, Çev.) İstanbul: Nişantaşı Üniversitesi Yayınları.
• Kotler, P., Kartajaya, H., Setiawan, I.; "Welcome to Marketing 3.0", John Wiley & Sons, Inc. DOI: 10.1002/9781118257883.ch1, Marketing 3.0, 2010. Kumar, A., Gupta, N., & Bapat, G. (2024). Who is making the decisions? How retail managers can use the power of ChatGPT. Journal of Business Strategy, 45(3), 161-169.
• Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California management review, 61(4), 135-155.
• Leung, C. H., & Yan Chan, W. T. (2020). Retail chatbots: The challenges and opportunities of conversational commerce. Journal of Digital & Social Media Marketing, 8(1), 68-84.
• Lo Presti, L., Maggiore, G., & Marino, V. (2021). The role of the chatbot on customer purchase intention: towards digital relational sales. Italian Journal of Marketing, 2021(3), 165-188.
• Luo, X. (2003). The performance implications of contextual marketing for electronic commerce. Journal of Database Marketing & Customer Strategy Management, 10, 231-239. https://doi.org/10.1057/palgrave.jdm.3240112.
• Luo, X., & Seyedian, M. (2003). Contextual marketing and customer-orientation strategy for e-commerce: an empirical analysis. International Journal of Electronic Commerce, 8(2), 95-118. https://doi.org/10.1080/10864415.2003.11044294.
• Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), 937-947.
• Matini, A. (2023). The effects of stress and chatbot services usage on customer intention for purchase on e-commerce sites (Doctoral dissertation, Cape Peninsula University of Technology).
• Mauroner, O., Le, L., & Best, S. (2016). Augmented reality in advertising and brand communication: an experimental study. World Acad Sci Eng Technol Int J Soc Behav Educ Econ Bus Ind Eng, 10(4), 422-5.
• McCarthy, J., Minsky, M. L., Rochester, N., & Shannon, C. E. (2006). A proposal for the dartmouth summer research project on artificial intelligence, august 31, 1955. AI magazine, 27(4), 12-12.
• McCorduck, P., & Cfe, C. (2004). Machines who think: A personal inquiry into the history and prospects of artificial intelligence. AK Peters/CRC Press.
• Mehta, S. (2022). The Evolution of Marketing 1.0 to Marketing 5.0. Issue 4 Int'l JL Mgmt. & Human., 5, 469.
• Mittal, A., Agrawal, A., Chouksey, A., Shriwas, R., & Agrawal, S. (2016). A comparative study of chatbots and humans. Situations, 2(2).
• Moi, L., & Cabiddu, F. (2021). An agile marketing capability maturity framework. Tourism management, 86, 104347. https://doi.org/10.1016/j.tourman.2021.104347
• Molnár, G., & Szüts, Z. (2018, September). The role of chatbots in formal education. In 2018 IEEE 16th International Symposium on Intelligent Systems and Informatics (SISY) (pp. 000197-000202). IEEE.
• Moor, J. H. (1976). An analysis of the Turing test. Philosophical Studies, 30(4), 249-257. https://www.jstor.org/stable/4319091.
• Moriuchi, E. (2021). The role of technology in social media. In Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences (pp. 97-107). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83867-175-420211009
• Nadler, A., & McGuigan, L. (2018). An impulse to exploit: The behavioral turn in datadriven marketing. Critical Studies in Media Communication, 35(2), 151–165. https://doi.org/10.1080/15295036.2017.1387279.
• Nahar, S. (2020). Conversational Agent-Chatbot. California State Polytech-nic University. Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318-328. https://doi.org/10.1108/WJEMSD-08-2020-0099.
• Ngai, E. W., & Wu, Y. (2022). Machine learning in marketing: A literature review, conceptual framework, and research agenda. Journal of Business Research, 145, 35-48.
• Ngai, E. W., Lee, M. C., Luo, M., Chan, P. S., & Liang, T. (2021). An intelligent knowledge-based chatbot for customer service. Electronic Commerce Research and Applications, 50, 101098.
• Nicolescu, L., & Tudorache, M. T. (2022). Human-computer interaction in customer service: the experience with AI chatbots—a systematic literature review. Electronics, 11(10), 1579.
• Nilsson, N. J. (2009). The quest for artificial intelligence. Cambridge University Press.
• Nuruzzaman, M., & Hussain, O. K. (2018, October). A survey on chatbot implementation in customer service industry through deep neural networks. In 2018 IEEE 15th International Conference on e-Business Engineering (ICEBE) (pp. 54-61). IEEE.
• Pantano, E., & Pizzi, G. (2020). Forecasting artificial intelligence on online customer assistance: Evidence from chatbot patents analysis. Journal of Retailing and Consumer Services, 55, 102096.
• Patel, G., & Patil, K. (2019). My Buddy App: Communications between Smart Devices through Voice Assist. International Research Journal of Engineering and Technology, 6(7), 2138-2155.
• Patel, N., & Trivedi, S. (2020). Leveraging Predictive Modeling, Machine Learning Personalization, NLP Customer Support, and AI Chatbots to Increase Customer Loyalty. Empirical Quests for Management Essences, 3(3), 1-24.
• Penpece, D., & Çelik, O. (2013). Bilişim sektöründen pazarlamaya aktarılan yeni bir kavram: Çevik pazarlama. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), 1-13.
• Peta, S. (2023). Journey of Artificial Intelligence Frontier: A Comprehensive Overview. Global Journal of Computer Science and Technology, 23(D2), 9-36.
• Pinar Saygin, A., Cicekli, I., & Akman, V. (2000). Turing test: 50 years later. Minds and machines, 10(4), 463-518. https://doi.org/10.1023/A:1011288000451
• Piris, Y., & Gay, A. C. (2021). Customer satisfaction and natural language processing. Journal of Business Research, 124, 264-271. https://doi.org/10.1016/j.jbusres.2020.11.065
• Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
• Rajaraman, V. (2014). JohnMcCarthy—Father of artificial intelligence. Resonance, 19, 198-207.
• Rangaswamy, E., Nawaz, N., & Changzhuang, Z. (2022). The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore. Humanities and Social Sciences Communications, 9(1), 1-10.
• Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of business research, 142, 1140-1150. https://doi.org/10.1016/j.jbusres.2021.12.084.
• Reshmi, S., & Balakrishnan, K. (2016). Implementation of an inquisitive chatbot for database supported knowledge bases. sādhanā, 41, 1173-1178.
• Rivas, P., & Zhao, L. (2023). Marketing with chatgpt: Navigating the ethical terrain of gpt-based chatbot technology. AI, 4(2), 375-384.
• Roberts, N., & Grover, V. (2012). Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities. Journal of business research, 65(5), 579-585. https://doi.org/10.1016/j.jbusres.2011.02.009. Rosário, A. T., & Dias, J. C. (2023). How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3(2), 100203. doi: 10.1016/j.jjimei.2023.100203.
• Sam, S. K. (2020). Opportunities for Multi Party Chatbots in Human Social Interactions (Doctoral dissertation, Stevens Institute of Technology).
• Saraswat, P., Bhardwaj, B., Naresh, P., Ashok, A., Kumar, R., & Kumar, M. (2021). Voice Assistants and Chatbots Hands on Essentials of UI and Feature Design Development and Testing. In Emerging Technologies in Computing (pp. 217-240). Chapman and Hall/CRC.
• Sarıoğlu, C. İ. (2023). Industry 5.0, Digital Society, and Consumer 5.0. In Handbook of Research on Perspectives on Society and Technology Addiction (pp. 11-33). IGI Global.
• Senyapar, H. N. D. (2024). Artificial Intelligence in Marketing Communication: A Comprehensive Exploration of the Integration and Impact of AI. Technium Social Sciences Journal, 55, 64-81.
• Shawar, B. A., & Atwell, E. (2007). Fostering language learner autonomy through adaptive conversation tutors. In Proceedings of the The fourth Corpus Linguistics conference (Vol. 3, pp. 186-193).
• Shieber, S. M. (2007). The Turing test as interactive proof. Noûs, 41(4), 686-713.
• Sima, E. (2021). Managing a brand with a vision to marketing 5.0. In MATEC Web of Conferences (Vol. 343, p. 07015). EDP Sciences. doi: 10.1051/matecconf/202134307015
• Singh, S., & Thakur, H. K. (2020, June). Survey of various AI chatbots based on technology used. In 2020 8th International Conference on Reliability, Infocom Technologies and Optimization (Trends and Future Directions)(ICRITO) (pp. 1074-1079). IEEE.
• Sitanggang, A. S., Syafariani, R. F., Sari, F. W., Wartika, W., & Hasti, N. (2023). Relation of Chatbot Usage Towards Customer Satisfaction Level in Indonesia. International Journal of Advances in Data and Information Systems, 4(1), 86-96.
• Sofiyah, F. R., Dilham, A., Hutagalung, A. Q., Yulinda, Y., Lubis, A. S., & Marpaung, J. L. (2024). The chatbot artificial intelligence as the alternative customer services strategic to improve the customer relationship management in real-time responses. International Journal of Economics and Business Research, 27(5), 45-58.
• Sreeharsha, A. S. S. K., Kesapragada, S. M., & Chalamalasetty, S. P. (2022). Building chatbot using amazon lex and integrating with a chat application. Interantional journal of scientific research in engineering and management, 6(04), 1-6.
• Srivastava, S., & Prabhakar, T. (2020). Desirable Features of a Chatbot-building Platform. 2020 IEEE International Conference on Humanized Computing and Communication with Artificial Intelligence (HCCAI), 61-64. https://doi.org/10.1109/HCCAI49649.2020.00016.
• Stachowicz-Stanusch, A., & Amann, W. (2018). Artificial intelligence at universities in Poland. Organizacja i Zarządzanie: kwartalnik naukowy.
• Stanford University Human-Centered AI Institute. (2024). 2024 AI Index Annual Report. Stanford University. https://aiindex.stanford.edu/report/ Erişim tarihi: 11.05.2024
• Statista, 2023. Size of the chatbot market worldwide from 2016 to 2025. https://www.statista.com/statistics/656596/worldwide-chatbot-market/ Erişim tarihi: 01.04.2024
• Stephenson, B. Y. (1989). Critical marketing strategies for the 1990s. Databased marketing and multichannel marketing. Journal of Direct Marketing, 3(3), 34-41. doi: 10.1002/dir.4000030308
• Suta, P., Lan, X., Wu, B., Mongkolnam, P., & Chan, J. H. (2020). An overview of machine learning in chatbots. International Journal of Mechanical Engineering and Robotics Research, 9(4), 502-510. doi: 10.18178/ijmerr.9.4.502-510
• Svitlana, D. (2024). Innovatıons in hotel management: the impact of new technologies on improving customer service. Економіка та суспільство, (66).
• Tănase, C. (2022). Predictive Marketing: Anticipating Market Demand with Proactive Action.
• Turing, A. M. (1950). Mind. Mind, 59(236), 433-460.
• Turing, A. M. (2009). Computing machinery and intelligence (pp. 23-65). Springer Netherlands.
• Vannam, L. E., & Phung, T. H. (2024). The Role of Moderators in Transitioning From genaı Chatbot Customer Experience To Customer Satisfaction in Digital Marketing. International Journal of Social Science and Economic Research, https://doi.org/10.46609/ijsser.2024.v09i07.028.
• Verma, S., Sahni, L., & Sharma, M. (2020, March). Comparative analysis of chatbots. In Proceedings of the International Conference on Innovative Computing & Communications (ICICC).
• Wallace, R. (2003). The elements of AIML style. Alice AI Foundation, 139.
• Wallace, R. S. (2009). The anatomy of a.l.I.C.e. In R. Epstein, G. Roberts, & G. Beber (Eds.), Parsing the turing test: philosophical and methodological issues in the quest for the thinking computer (pp. 181–210). Dordrecht: Springer Netherlands, doi: 1007/978-1-4020-6710-5_13.
• Waltersmann, L., Kiemel, S., Stuhlsatz, J., Sauer, A., & Miehe, R. (2021). Artificial intelligence applications for increasing resource efficiency in manufacturing companies—a comprehensive review. Sustainability, 13(12), 6689.
• Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465. doi: 10.1016/j.ijresmar.2020.04.004.
• Wei, J., Kim, S., Jung, H., & Kim, Y. H. (2024). Leveraging large language models to power chatbots for collecting user self-reported data. Proceedings of the ACM on Human-Computer Interaction, 8(CSCW1), 1-35.
• Weizenbaum, J. (1966). ELIZA—a computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36-45.
• Wongmonta, S. (2021). Marketing 5.0: The era of technology for humanity with a collaboration of humans and machines. Nimitmai Review Journal, 4(1), 83-97. https://so04.tci-thaijo.org/index.php/nmrj/article/view/252765.
• Wunderman Thompson. “The Future Shopper Report 2023”. https://www.vml.com/insight/the-future-shopper-report-2023 Erişim Tarihi: 05.01.2024.
• Zaveri, B., & Amin, P. (2019). Augmented and virtual reality: Future of marketing trends. MANTHAN: Journal of Commerce and Management, 6(1), 16-25.
• Zemčík, M. T. (2019). A brief history of chatbots. DEStech Transactions on Computer Science and Engineering, 10.
• Zulaikha, S., Mohamed, H., Kurniawati, M., Rusgianto, S., & Rusmita, S. A. (2020). Customer predictive analytics using artificial intelligence. The Singapore Economic Review, 1-12. doi: 10.1142/S0217590820480021.
• Zumstein, D., & Hundertmark, S. (2017). Chatbots--an ınteractıve technology for personalızed communıcatıon, transactıons and servıces. IADIS International Journal on WWW/Internet, 15(1).