Personalization of marketing for today and the future: The role of artificial intelligence

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dc.authorid0000-0001-9005-0324
dc.contributor.authorPınarbaşı, Fatih
dc.date.accessioned2024-02-16T11:53:48Z
dc.date.available2024-02-16T11:53:48Z
dc.date.issued2024
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractAdvances in artificial intelligence significantly impact the marketing industry as a whole, including customers, enterprises, and the market environment. The intersection of artificial intelligence with particular marketing topics, such as personalization, offers significant potential for both present and future marketing. This study aims to examine the personalization concept within AI intersections perspective; with that aim, a literature review methodology is used. Seven intersection areas are presented in the study: advanced customer segmentation and targeting, predictive analytics for personalized marketing, emotion recognition and sentiment analysis, context-aware personalization, dynamic content generation and customization, intelligent recommendation systems, and personalized customer service and chatbots. Each intersection area contains one example business case. The study also includes solutions and recommendations, and future research directions.
dc.identifier.citationPınarbaşı, F. (2024). Personalization of marketing for today and the future: The role of artificial intelligence. Connecting With Consumers Through Effective Personalization and Programmatic Advertising içinde (131-146. ss.). IGI Global. https://dx.doi.org/10.4018/978-1-6684-9146-1.ch007
dc.identifier.doi10.4018/978-1-6684-9146-1.ch007
dc.identifier.endpage146
dc.identifier.isbn9781668491485
dc.identifier.isbn9781668491461
dc.identifier.scopus2-s2.0-85184332493
dc.identifier.scopusqualityN/A
dc.identifier.startpage131
dc.identifier.urihttps://dx.doi.org/10.4018/978-1-6684-9146-1.ch007
dc.identifier.urihttps://hdl.handle.net/20.500.12511/12286
dc.indekslendigikaynakScopus
dc.institutionauthorPınarbaşı, Fatih
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofConnecting With Consumers Through Effective Personalization and Programmatic Advertisingen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectArtificial Intelligence
dc.subjectMarketing
dc.subjectPersonalization
dc.titlePersonalization of marketing for today and the future: The role of artificial intelligence
dc.typeBook Chapter

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