Preliminary communication
https://doi.org/10.38190/ope.14.1.8
Artificial intelligence and the effectiveness of marketing messages
Mihael Plećaš
orcid.org/0000-0002-8971-2543
; Libertas International University
*
Karla Paola Paunović
; Libertas International University
* Corresponding author.
Abstract
The lack of scientific research on whether there are, and
if so, how big are the differences in the attitudes of population about
the effects of artificial intelligence on increasing the effectiveness
of marketing messages is a research problem. Descriptions of the
strength of attitudes of different groups of respondents are broken
down by gender, age, highest level of education and work status on
whether does the use of artificial intelligence in marketing increases
the effectiveness of marketing messages and explanations of reasoning
for such strong attitudes represent goal and science contribution of
this research.
Results of the research are positive, in other words, there is a general
understanding among the respondents that artificial intelligence
should be used in marketing to increase its effectiveness. The authors
consider that over time there will be an increase of the understanding
of the benefits in using artificial intelligence in marketing and overall
business because increase of usage of artificial intelligence in business
is also trending in Croatia.
Keywords
Artificial intelligence; effectiveness of marketing messages; Weight of evidence method
Hrčak ID:
321205
URI
Publication date:
2.11.2024.
Visits: 209 *