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ÜRETKEN YAPAY ZEKÂ VE PAZARLAMA STRATEJİLERİ: SWOT ANALİZİ PERSPEKTİFİ

Year 2024, , 72 - 96, 31.01.2024
https://doi.org/10.33723/rs.1418098

Abstract

Üretken yapay zekâ, pazarlamada kişiselleştirme, gelişmiş müşteri deneyimleri ve gelişmiş pazarlama etkinliği için fırsatlar sunarak süreçleri önemli ölçüde dönüştürürken tüketici güveni, direnci ve yapay zekânın pazarlamadaki daha geniş toplumsal ve etik etkileri ile ilgili zorluklar yaratmaktadır. Üretken yapay zekânın pazarlama stratejilerine entegrasyonunun getirdiği güçlü yanları, zayıf yanları, fırsatları ve tehlikeleri SWOT analiziyle sistematik bir şekilde analiz ederek iş dünyasına bu alandaki kritik bakış açılarını sunmayı hedefleyen bu çalışmanın bulguları, üretken yapay zekânın pazarlama stratejileri için önemli bir fırsat sunduğunu, ancak aynı zamanda bazı potansiyel tehditler ve zayıflıklarla da karşı karşıya olduğunu göstermektedir. Üretken yapay zekâyı kullanarak müşteri deneyimini kişiselleştirmek, pazarlama kampanyalarını optimize etmek ve yenilikçi pazarlama stratejileri geliştirmek; üretken yapay zekânın aşırı kullanımından kaçınmak, müşteri ilişkilerini güçlendirmek ve veri güvenliğini sağlamak; yapay zekâyı kullanarak yeni pazarlar keşfetmek, müşteri değerini artırmak ve iş performansını iyileştirmek ile veri güvenliğini sağlamak, şeffaflık politikaları geliştirmek ve algoritmik önyargıyı azaltmak işletmeler açısından kritik stratejiler olarak belirlenmiştir.

References

  • Ashutosh, A., Sharma, A., & Beg, M. (2020). Strategic analysis using swot-ahp: a fibre cement sheet company application. The Journal of Management Development, 39(4), 543-557. https://doi.org/10.1108/jmd-05-2019-0157
  • Ati, L., Baga, L., & Satria, A. (2019). Business model canvas nongovernment organization (NGO) (case study : rimbawan muda Indonesia). Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.5.1.32
  • Bruyn, A., Viswanathan, V., Beh, Y., Brock, J., & Wangenheim, F. (2020). Artificial intelligence and marketing: pitfalls and opportunities. Journal of Interactive Marketing, 51, 91-105. https://doi.org/10.1016/j.intmar.2020.04.007
  • Chaston, I. (1999). New marketing strategies: evolving flexible processes to fit market circumstance. New Marketing Strategies, 1-208. https://doi.org/10.4135/9781446218853.
  • Chen, Y., Cheng, Z., & Wang, Y. (2023). Possible solutions for minorities to break down the block from empire firms: case study of McDonald’s. BCP Business & Management, 38, 2780-2787. https://doi.org/10.54691/bcpbm.v38i.4191
  • Cherubini, A. and Dinh, N. (2023). A review of the technology, training, and assessment methods for the first real-time ai-enhanced medical device for endoscopy. Bioengineering, 10(4), 404. https://doi.org/10.3390/bioengineering10040404
  • Chin, J., Do, C., & Kim, M. (2022). How to increase sport facility users’ intention to use ai fitness services: based on the technology adoption model. International Journal of Environmental Research and Public Health, 19(21), 14453. https://doi.org/10.3390/ijerph192114453
  • Crick, D. and Crick, J. (2016). An appreciative inquiry into the first export order. Qualitative Market Research an International Journal, 19(1), 84-100. https://doi.org/10.1108/qmr-01-2015-0001
  • D’Arco, M., Presti, L., Marino, V., & Resciniti, R. (2019). Embracing ai and big data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing, 15(4), 102-115. https://doi.org/10.21511/im.15(4).2019.09
  • Day, G., & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52, 1 - 20. https://doi.org/10.1177/002224298805200201.
  • Djermani, F. and Hajimia, H. (2021). Artificial intelligence effect on marketing mix. Jurnal Aplikasi Manajemen Ekonomi Dan Bisnis, 6(1), 72-76. https://doi.org/10.51263/jameb.v6i1.132
  • Drydakis, N. (2022). Artificial intelligence and reduced SMEs’ business risks. a dynamic capabilities analysis during the COVID-19 pandemic. Information Systems Frontiers, 24(4), 1223-1247. https://doi.org/10.1007/s10796-022-10249-6
  • Dwivedi, Y., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … & Williams, M. (2021). Artificial intelligence (ai): multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
  • Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? on the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795-814. https://doi.org/10.1108/tqm-12-2019-0303
  • Esch, P. and Black, J. (2021). Artificial intelligence (ai): revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199-203. https://doi.org/10.1177/18393349211037684
  • Fayed, A. (2021). Artificial intelligence for marketing plan: the case for e-marketing companies. Marketing and Management of Innovations, (1), 81-95. https://doi.org/10.21272/mmi.2021.1-07
  • Frank, D., Jacobsen, L., Søndergaard, H., & Otterbring, T. (2023). In companies we trust: consumer adoption of artificial intelligence services and the role of trust in companies and ai autonomy. Information Technology and People, 36(8), 155-173. https://doi.org/10.1108/itp-09-2022-0721
  • Grandinetti, R. (2020). How artificial intelligence can change the core of marketing theory. Innovative Marketing, 16(2), 91-103. https://doi.org/10.21511/im.16(2).2020.08
  • Handa, D., & Sehrawat, G. (2014). Decoding Competitive Marketing Strategies. Organizations & Markets: Policies & Processes eJournal.
  • Hermann, E. (2021). Anthropomorphized artificial intelligence, attachment, and consumer behavior. Marketing Letters, 33(1), 157-162. https://doi.org/10.1007/s11002-021-09587-3
  • Ho, S. and Chow, M. (2023). The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264-022-00207-3
  • Huang, M. and Rust, R. (2020). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50. https://doi.org/10.1007/s11747-020-00749-9
  • Jarek, K. and Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46-55. https://doi.org/10.18267/j.cebr.213
  • Kim, J., Giroux, M., & Lee, J. (2021). When do you trust ai? the effect of number presentation detail on consumer trust and acceptance of ai recommendations. Psychology and Marketing, 38(7), 1140-1155. https://doi.org/10.1002/mar.21498
  • Li, Y. and Bardají, I. (2017). A new wine superpower? an analysis of the chinese wine industry. Cahiers Agricultures, 26(6), 65002. https://doi.org/10.1051/cagri/2017051
  • Ljepava, N. (2022). Ai-enabled marketing solutions in marketing decision making: ai application in different stages of marketing process. Tem Journal, 1308-1315. https://doi.org/10.18421/tem113-40
  • Martiana, A., Panena, Z., & Fuadi, N. (2022). Pro-poor capital assistance: a strategic analysis of baitul maal wat tamwil microfinance. Al-Uqud Journal of Islamic Economics, 6(1), 1-13. https://doi.org/10.26740/aluqud.v6n1.p1-13
  • Mogaji, E. and Nguyen, N. (2021). Managers’ understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. The International Journal of Bank Marketing, 40(6), 1272-1298. https://doi.org/10.1108/ijbm-09-2021-0440
  • Mou, Y., Xu, T., & Hu, Y. (2023). Uniqueness neglect on consumer resistance to ai. Marketing Intelligence & Planning, 41(6), 669-689. https://doi.org/10.1108/mip-11-2022-0505
  • Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: using ai to solve marketing problems. California Management Review, 61(4), 156-185. https://doi.org/10.1177/0008125619859318
  • Panteleiev, V. (2023). Application of SWOT analysis to justify the strategy of hotel business enterprises. Technology Audit and Production Reserves, 1(4(69)), 14-19. https://doi.org/10.15587/2706-5448.2023.274918
  • Paschen, J., Kietzmann, J., & Kietzmann, T. (2019). Artificial intelligence (ai) and its implications for market knowledge in b2b marketing. Journal of Business and Industrial Marketing, 34(7), 1410-1419. https://doi.org/10.1108/jbim-10-2018-0295
  • Paschen, J., Wilson, M., & Ferreira, J. (2020). Collaborative intelligence: how human and artificial intelligence create value along the b2b sales funnel. Business Horizons, 63(3), 403-414. https://doi.org/10.1016/j.bushor.2020.01.003
  • Pickton, D., & Wright, S. (1998). What’s swot in strategic analysis?. Strategic Change, 7, 101-109. 3.0.CO;2-6”https://doi.org/10.1002/(SICI)1099-1697(199803/04)7:2<101::AID-JSC332>3.0.CO;2-6.
  • Putri, N. and Novitaningtyas, I. (2021). Marketing strategy for culinary msmes in Magelang city during the COVID-19 pandemic. Jurnal Pemasaran Kompetitif, 4(3), 357. https://doi.org/10.32493/jpkpk.v4i3.10685
  • Sætra, H. (2022). The ai esg protocol: evaluating and disclosing the environment, social, and governance implications of artificial intelligence capabilities, assets, and activities. Sustainable Development, 31(2), 1027-1037. https://doi.org/10.1002/sd.2438
  • Sanjaya, I., Arianty, A., Suwintari, I., & Dewi, I. (2020). A swot analysis of online room reservation in hotel sectors. (a case study in bali hsovereign hotel). Journal of Business on Hospitality and Tourism, 6(1), 113. https://doi.org/10.22334/jbhost.v6i1.202
  • Shah, K., & Laplaca, P. (1981). Assessing risks in strategic planning. Industrial Marketing Management, 10, 77-91. https://doi.org/10.1016/0019-8501(81)90001-8
  • Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993-1004. https://doi.org/10.55927/eajmr.v2i3.3112
  • Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., … & Machtynger, L. (2020). Artificial intelligence (ai) in strategic marketing decision-making: a research agenda. The Bottom Line Managing Library Finances, 33(2), 183-200. https://doi.org/10.1108/bl-03-2020-0022
  • Sudarmiatin, S. (2022). The analysis of survival strategies in small medium enterprises during coronavirus pandemic. Journal of Business Management Review, 3(2), 094-105. https://doi.org/10.47153/jbmr32.3122022
  • Titisari, M., Karya, D., & Hadi, S. (2021). Swot analysis and anp for organic tempeh sme business development strategy. International Journal of Entrepreneurship and Business Development, 4(6), 913-923. https://doi.org/10.29138/ijebd.v4i6.1540
  • Viviana, V. and Victor, V. (2022). Swot analysis as a determinant of marketing strategy case. Almana Jurnal Manajemen Dan Bisnis, 6(1), 87-94. https://doi.org/10.36555/almana.v6i1.1751
  • Wagner, D. (2020). Strategically managing the artificially intelligent firm. Strategy and Leadership, 48(3), 19-25. https://doi.org/10.1108/sl-08-2019-0119
  • Whittaker, L., Letheren, K., & Mulcahy, R. (2021). The rise of deepfakes: a conceptual framework and research agenda for marketing. Australasian Marketing Journal, 29(3), 204-214. https://doi.org/10.1177/1839334921999479
  • Wu, C. and Monfort, A. (2022). Role of artificial intelligence in marketing strategies and performance. Psychology and Marketing, 40(3), 484-496. https://doi.org/10.1002/mar.21737
  • Yau, K., Saad, N., & Chong, Y. (2021). Artificial intelligence marketing (aim) for enhancing customer relationships. Applied Sciences, 11(18), 8562. https://doi.org/10.3390/app11188562
  • Yimam, A. (2021). Contextual analysis of the biofuel sector in Ethiopia: a comprehensive review focusing on sustainability. Biofuels Bioproducts and Biorefining, 16(1), 290-302. https://doi.org/10.1002/bbb.2308
  • Zaman, K. (2022). Transformation of marketing decisions through artificial intelligence and digital marketing. Journal of Marketing Strategies, 4(2), 353-364. https://doi.org/10.52633/jms.v4i2.210
  • Zhang, H., Bai, X., & Ma, Z. (2022). Consumer reactions to ai design: exploring consumer willingness to pay for ai‐designed products. Psychology and Marketing, 39(11), 2171-2183. https://doi.org/10.1002/mar.21721
  • Zhu, C. (2022). Construction and risk analysis of marketing system based on ai. Scientific Programming, 2022, 1-9. https://doi.org/10.1155/2022/2839834

Generative Artificial Intelligence and Marketing Strategies: A SWOT Analysis Perspective

Year 2024, , 72 - 96, 31.01.2024
https://doi.org/10.33723/rs.1418098

Abstract

Productive artificial intelligence (AI) significantly transforms processes in marketing, offering opportunities for personalization, enhanced customer experiences, and improved marketing effectiveness while creating challenges related to consumer trust, resistance, and the broader societal and ethical implications of AI in marketing. The findings of this study, which aims to provide the business world with critical perspectives in this area by systematically analyzing the strengths, weaknesses, opportunities, and threats brought by the integration of generative AI into marketing strategies through SWOT analysis, show that generative AI presents a significant opportunity for marketing strategies, but also faces some potential threats and weaknesses. Critical strategies for businesses include personalizing customer experience, optimizing marketing campaigns, and developing innovative marketing strategies using generative AI; avoiding overuse of generative AI, strengthening customer relationships and ensuring data security; exploring new markets, increasing customer value, and improving business performance using AI; and ensuring data security, developing transparency policies and reducing algorithmic bias.

References

  • Ashutosh, A., Sharma, A., & Beg, M. (2020). Strategic analysis using swot-ahp: a fibre cement sheet company application. The Journal of Management Development, 39(4), 543-557. https://doi.org/10.1108/jmd-05-2019-0157
  • Ati, L., Baga, L., & Satria, A. (2019). Business model canvas nongovernment organization (NGO) (case study : rimbawan muda Indonesia). Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.5.1.32
  • Bruyn, A., Viswanathan, V., Beh, Y., Brock, J., & Wangenheim, F. (2020). Artificial intelligence and marketing: pitfalls and opportunities. Journal of Interactive Marketing, 51, 91-105. https://doi.org/10.1016/j.intmar.2020.04.007
  • Chaston, I. (1999). New marketing strategies: evolving flexible processes to fit market circumstance. New Marketing Strategies, 1-208. https://doi.org/10.4135/9781446218853.
  • Chen, Y., Cheng, Z., & Wang, Y. (2023). Possible solutions for minorities to break down the block from empire firms: case study of McDonald’s. BCP Business & Management, 38, 2780-2787. https://doi.org/10.54691/bcpbm.v38i.4191
  • Cherubini, A. and Dinh, N. (2023). A review of the technology, training, and assessment methods for the first real-time ai-enhanced medical device for endoscopy. Bioengineering, 10(4), 404. https://doi.org/10.3390/bioengineering10040404
  • Chin, J., Do, C., & Kim, M. (2022). How to increase sport facility users’ intention to use ai fitness services: based on the technology adoption model. International Journal of Environmental Research and Public Health, 19(21), 14453. https://doi.org/10.3390/ijerph192114453
  • Crick, D. and Crick, J. (2016). An appreciative inquiry into the first export order. Qualitative Market Research an International Journal, 19(1), 84-100. https://doi.org/10.1108/qmr-01-2015-0001
  • D’Arco, M., Presti, L., Marino, V., & Resciniti, R. (2019). Embracing ai and big data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing, 15(4), 102-115. https://doi.org/10.21511/im.15(4).2019.09
  • Day, G., & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52, 1 - 20. https://doi.org/10.1177/002224298805200201.
  • Djermani, F. and Hajimia, H. (2021). Artificial intelligence effect on marketing mix. Jurnal Aplikasi Manajemen Ekonomi Dan Bisnis, 6(1), 72-76. https://doi.org/10.51263/jameb.v6i1.132
  • Drydakis, N. (2022). Artificial intelligence and reduced SMEs’ business risks. a dynamic capabilities analysis during the COVID-19 pandemic. Information Systems Frontiers, 24(4), 1223-1247. https://doi.org/10.1007/s10796-022-10249-6
  • Dwivedi, Y., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … & Williams, M. (2021). Artificial intelligence (ai): multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
  • Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? on the future role of artificial intelligence in marketing strategy formulation. The TQM Journal, 32(4), 795-814. https://doi.org/10.1108/tqm-12-2019-0303
  • Esch, P. and Black, J. (2021). Artificial intelligence (ai): revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199-203. https://doi.org/10.1177/18393349211037684
  • Fayed, A. (2021). Artificial intelligence for marketing plan: the case for e-marketing companies. Marketing and Management of Innovations, (1), 81-95. https://doi.org/10.21272/mmi.2021.1-07
  • Frank, D., Jacobsen, L., Søndergaard, H., & Otterbring, T. (2023). In companies we trust: consumer adoption of artificial intelligence services and the role of trust in companies and ai autonomy. Information Technology and People, 36(8), 155-173. https://doi.org/10.1108/itp-09-2022-0721
  • Grandinetti, R. (2020). How artificial intelligence can change the core of marketing theory. Innovative Marketing, 16(2), 91-103. https://doi.org/10.21511/im.16(2).2020.08
  • Handa, D., & Sehrawat, G. (2014). Decoding Competitive Marketing Strategies. Organizations & Markets: Policies & Processes eJournal.
  • Hermann, E. (2021). Anthropomorphized artificial intelligence, attachment, and consumer behavior. Marketing Letters, 33(1), 157-162. https://doi.org/10.1007/s11002-021-09587-3
  • Ho, S. and Chow, M. (2023). The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264-022-00207-3
  • Huang, M. and Rust, R. (2020). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50. https://doi.org/10.1007/s11747-020-00749-9
  • Jarek, K. and Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46-55. https://doi.org/10.18267/j.cebr.213
  • Kim, J., Giroux, M., & Lee, J. (2021). When do you trust ai? the effect of number presentation detail on consumer trust and acceptance of ai recommendations. Psychology and Marketing, 38(7), 1140-1155. https://doi.org/10.1002/mar.21498
  • Li, Y. and Bardají, I. (2017). A new wine superpower? an analysis of the chinese wine industry. Cahiers Agricultures, 26(6), 65002. https://doi.org/10.1051/cagri/2017051
  • Ljepava, N. (2022). Ai-enabled marketing solutions in marketing decision making: ai application in different stages of marketing process. Tem Journal, 1308-1315. https://doi.org/10.18421/tem113-40
  • Martiana, A., Panena, Z., & Fuadi, N. (2022). Pro-poor capital assistance: a strategic analysis of baitul maal wat tamwil microfinance. Al-Uqud Journal of Islamic Economics, 6(1), 1-13. https://doi.org/10.26740/aluqud.v6n1.p1-13
  • Mogaji, E. and Nguyen, N. (2021). Managers’ understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. The International Journal of Bank Marketing, 40(6), 1272-1298. https://doi.org/10.1108/ijbm-09-2021-0440
  • Mou, Y., Xu, T., & Hu, Y. (2023). Uniqueness neglect on consumer resistance to ai. Marketing Intelligence & Planning, 41(6), 669-689. https://doi.org/10.1108/mip-11-2022-0505
  • Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: using ai to solve marketing problems. California Management Review, 61(4), 156-185. https://doi.org/10.1177/0008125619859318
  • Panteleiev, V. (2023). Application of SWOT analysis to justify the strategy of hotel business enterprises. Technology Audit and Production Reserves, 1(4(69)), 14-19. https://doi.org/10.15587/2706-5448.2023.274918
  • Paschen, J., Kietzmann, J., & Kietzmann, T. (2019). Artificial intelligence (ai) and its implications for market knowledge in b2b marketing. Journal of Business and Industrial Marketing, 34(7), 1410-1419. https://doi.org/10.1108/jbim-10-2018-0295
  • Paschen, J., Wilson, M., & Ferreira, J. (2020). Collaborative intelligence: how human and artificial intelligence create value along the b2b sales funnel. Business Horizons, 63(3), 403-414. https://doi.org/10.1016/j.bushor.2020.01.003
  • Pickton, D., & Wright, S. (1998). What’s swot in strategic analysis?. Strategic Change, 7, 101-109. 3.0.CO;2-6”https://doi.org/10.1002/(SICI)1099-1697(199803/04)7:2<101::AID-JSC332>3.0.CO;2-6.
  • Putri, N. and Novitaningtyas, I. (2021). Marketing strategy for culinary msmes in Magelang city during the COVID-19 pandemic. Jurnal Pemasaran Kompetitif, 4(3), 357. https://doi.org/10.32493/jpkpk.v4i3.10685
  • Sætra, H. (2022). The ai esg protocol: evaluating and disclosing the environment, social, and governance implications of artificial intelligence capabilities, assets, and activities. Sustainable Development, 31(2), 1027-1037. https://doi.org/10.1002/sd.2438
  • Sanjaya, I., Arianty, A., Suwintari, I., & Dewi, I. (2020). A swot analysis of online room reservation in hotel sectors. (a case study in bali hsovereign hotel). Journal of Business on Hospitality and Tourism, 6(1), 113. https://doi.org/10.22334/jbhost.v6i1.202
  • Shah, K., & Laplaca, P. (1981). Assessing risks in strategic planning. Industrial Marketing Management, 10, 77-91. https://doi.org/10.1016/0019-8501(81)90001-8
  • Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993-1004. https://doi.org/10.55927/eajmr.v2i3.3112
  • Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., … & Machtynger, L. (2020). Artificial intelligence (ai) in strategic marketing decision-making: a research agenda. The Bottom Line Managing Library Finances, 33(2), 183-200. https://doi.org/10.1108/bl-03-2020-0022
  • Sudarmiatin, S. (2022). The analysis of survival strategies in small medium enterprises during coronavirus pandemic. Journal of Business Management Review, 3(2), 094-105. https://doi.org/10.47153/jbmr32.3122022
  • Titisari, M., Karya, D., & Hadi, S. (2021). Swot analysis and anp for organic tempeh sme business development strategy. International Journal of Entrepreneurship and Business Development, 4(6), 913-923. https://doi.org/10.29138/ijebd.v4i6.1540
  • Viviana, V. and Victor, V. (2022). Swot analysis as a determinant of marketing strategy case. Almana Jurnal Manajemen Dan Bisnis, 6(1), 87-94. https://doi.org/10.36555/almana.v6i1.1751
  • Wagner, D. (2020). Strategically managing the artificially intelligent firm. Strategy and Leadership, 48(3), 19-25. https://doi.org/10.1108/sl-08-2019-0119
  • Whittaker, L., Letheren, K., & Mulcahy, R. (2021). The rise of deepfakes: a conceptual framework and research agenda for marketing. Australasian Marketing Journal, 29(3), 204-214. https://doi.org/10.1177/1839334921999479
  • Wu, C. and Monfort, A. (2022). Role of artificial intelligence in marketing strategies and performance. Psychology and Marketing, 40(3), 484-496. https://doi.org/10.1002/mar.21737
  • Yau, K., Saad, N., & Chong, Y. (2021). Artificial intelligence marketing (aim) for enhancing customer relationships. Applied Sciences, 11(18), 8562. https://doi.org/10.3390/app11188562
  • Yimam, A. (2021). Contextual analysis of the biofuel sector in Ethiopia: a comprehensive review focusing on sustainability. Biofuels Bioproducts and Biorefining, 16(1), 290-302. https://doi.org/10.1002/bbb.2308
  • Zaman, K. (2022). Transformation of marketing decisions through artificial intelligence and digital marketing. Journal of Marketing Strategies, 4(2), 353-364. https://doi.org/10.52633/jms.v4i2.210
  • Zhang, H., Bai, X., & Ma, Z. (2022). Consumer reactions to ai design: exploring consumer willingness to pay for ai‐designed products. Psychology and Marketing, 39(11), 2171-2183. https://doi.org/10.1002/mar.21721
  • Zhu, C. (2022). Construction and risk analysis of marketing system based on ai. Scientific Programming, 2022, 1-9. https://doi.org/10.1155/2022/2839834
There are 51 citations in total.

Details

Primary Language Turkish
Subjects Marketing Technology, Marketing Management, Marketing (Other)
Journal Section Articles
Authors

Hafize Nurgül Durmuş Şenyapar 0000-0003-0927-1643

Early Pub Date February 1, 2024
Publication Date January 31, 2024
Submission Date January 11, 2024
Acceptance Date January 28, 2024
Published in Issue Year 2024

Cite

APA Durmuş Şenyapar, H. N. (2024). ÜRETKEN YAPAY ZEKÂ VE PAZARLAMA STRATEJİLERİ: SWOT ANALİZİ PERSPEKTİFİ. R&S - Research Studies Anatolia Journal, 7(1), 72-96. https://doi.org/10.33723/rs.1418098

Cited By

YAPAY ZEKA: DENİZCİLİK SEKTÖRÜNDE KULLANIMI VE SWOT ANALİZİ
Mersin Üniversitesi Denizcilik ve Lojistik Araştırmaları Dergisi
https://doi.org/10.54410/denlojad.1491372
R&S - Research Studies Anatolia Journal 

https://dergipark.org.tr/rs