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Consumers frequently exchange their private personal data with companies in return for goods and services, such as access to search results or social networks. The authors provide a normative criterion to help assess whether companies compensate consumers adequately for their private data in these exchanges. Across a series of 11 experiments, they find that individuals place a higher price on their private data when they sell them for money than when they barter them for goods. In an application of the compatibility principle in cognitive psychology, the authors also find in two additional experiments that this effect occurs because money is a more compatible medium for valuing private data than goods are, which increases the weight of the data in monetary valuations, raising the prices that participants demand for their private data in money compared with goods. This discrepancy in valuations constitutes a violation of procedure invariance and amounts to an intransitivity of participants' preferences for privacy. The findings raise the question of whether companies are compensating consumers adequately for their data and whether the ubiquitous markets for privacy function efficiently. Accordingly, the authors point to a possible consumer welfare argument for antitrust regulation of technology companies. [ABSTRACT FROM AUTHOR]

This research investigates the influence of technology readiness and ICT capabilities on marketing automation within B2B MSMEs' CRM strategies. Using quantitative methods in 105 B2B MSMEs employing marketing automation tools, the study employs Structural Equation Modeling (SEM) with Lisrel 8.8 software for analysis. Findings reveal that Technology Readiness significantly impacts ICT Capability, with innovation indicators holding a dominant 67.240 per cent effect. ICT Capability positively influences marketing automation, primarily driven by the use of ICT (84.600 per cent). Marketing automation correlates positively with B2B CRM, notably through message reach (65.610 per cent). B2B CRM, in turn, significantly affects Marketing Performance, emphasising improved customer relationship quality (77.400 per cent) and expanded market influence (42.250 per cent). Notably, technology readiness does not directly impact marketing automation, necessitating ICT capability for practical implementation in customer relationship management. In conclusion, marketing automation enhances B2B MSMEs' marketing performance, contingent on their ICT capabilities, despite the importance of technology readiness.

This study explores the impact of Artificial Intelligence (AI) on the creative process within Peruvian advertising agencies. The research focuses on understanding how AI technologies influence the practices of professionals involved in creative production and the perception of AI's role in enhancing or detracting from creativity in a market characterized by emerging digital transformation. Adopting a qualitative methodology grounded in the interpretive paradigm, the study placed particular emphasis on the insights and experiences of Creative Directors, who play a pivotal role in integrating AI into the creative process. In addition to these key professionals, the study also analyzed the perspectives of AI specialists, decision-makers in digital transformation, and AI consultants. Data was meticulously gathered through semistructured in-depth interviews, ensuring a comprehensive understanding of how AI is reshaping creativity in advertising. The findings reveal that while AI offers significant potential to streamline and enhance creative processes, concerns about authenticity and the risk of diminishing human creativity persist. The study underscores the need for a balanced approach that integrates AI-driven efficiency with the preservation of original creative input, providing insights for future policy development and industry practices. [ABSTRACT FROM AUTHOR]

The integration of cloud computing with advanced software systems has significantly transformed the ecommerce industry, enabling businesses to enhance operational efficiency and provide a seamless customer experience. This study explores the impact of key technologies such as AI-powered recommendation systems, customer relationship management (CRM) platforms, marketing automation, predictive analytics, and automated order fulfillment on improving key performance metrics. Statistical analysis reveals notable improvements in website load times, customer retention rates, cart abandonment reduction, order processing times, and overall customer satisfaction. The correlation between these metrics and revenue growth is examined, highlighting the role of personalized experiences and operational automation in driving business success. The findings suggest that adopting these technologies is crucial for e-commerce platforms to remain competitive and meet evolving consumer demands. [ABSTRACT FROM AUTHOR]

In the digital age, personalized marketing has emerged as a key strategy for businesses aiming to build stronger connections with consumers. With the rise of artificial intelligence (AI), companies now have advanced tools to analyze consumer behavior, preferences, and buying patterns at a granular level. This review explores the role of AI in transforming traditional marketing practices into highly customized, data-driven approaches. By leveraging AI algorithms, businesses can not only predict consumer needs but also deliver tailored experiences across multiple touchpoints. Key AI technologies such as machine learning, natural language processing, and predictive analytics enable marketers to gain deeper insights into customer behaviors and preferences. These insights drive more relevant product recommendations, personalized advertising campaigns, and optimized customer interactions. Furthermore, this paper examines the ethical considerations and challenges associated with the extensive use of AI in personalized marketing, including concerns about privacy, data security, and algorithmic biases. The review also highlights case studies where companies have successfully implemented AI-driven marketing strategies, leading to increased customer satisfaction and brand loyalty. By synthesizing current research and real-world applications, this paper provides a comprehensive overview of how AI is reshaping consumer behavior analytics and marketing personalization in the digital economy. The study concludes by discussing the future potential of AI in marketing, particularly in enhancing the precision and effectiveness of consumer engagement strategies. [ABSTRACT FROM AUTHOR]

Generative AI tools are increasingly used in the marketing industry, with many professionals finding them beneficial for data analysis, market research, content creation, and idea generation. Marketers believe that these tools can improve their activities by speeding up research, generating insights, and creating content. However, there are challenges related to the legal and ethical use of AI, as well as integrating it into existing processes. Successful implementation requires dedicated resources, alignment with marketing goals, and a culture of sharing insights. While generative AI has the potential to enhance marketing practices, marketers should also be aware of its limitations and implementation difficulties. [Extracted from the article]

The purpose of the current article is to present the possibilities of using web and marketing analytics, in particular, the dominant marketing automation along with the sales funnel. The research question can be defined: how does the use of marketing automation support the impact on customers? The research method includes a review of the current literature, and a case study-the implementation of marketing automation and sales funnel additionally marketing analytics is included in the dashboard application. The illustration of this in-depth case study may indicate an understanding of the theory in a real setting. The research results present the defined web analytics, the stages of its evolution, along with the elements of inbound and outbound marketing In addition, the example of company X presents the metrics in the sales funnel included in the dashboard. How MA interacts with customers, market participants, is presented. Through the development of MA implementation and in-depth analytics, it was shown which inbound and outbound elements play an important role and allow analysis of metrics in the sales funnel. This is not a complete research for enterprise marketing because we can develop the problem: how marketing uses modern technologies in influencing market participants. In addition, it is worthwhile to conduct further research on the determinants and metrics in MA and sales funnel because, in its first stages, one builds relationships with customers and, in its later stages, one manages relationships with customers, where close relationships are established.

In social media, the ongoing issue isn't the absence of information or abilities to make customized crusades, but the absence of time. With such countless ways of gathering as much information from consumers, it's beyond the realm of possibilities for one individual to catch this information, find data, and afterward set up computerized showcasing lobbies for every individual. "Artificial intelligence is the answer to this issue, which centres around the exploitation of user information and AI in promoting procedures to expect the following move of consumers and work on its insight through tweaking content and robotization. This article aims" to comprehend unequivocally how artificial intelligence deals with social media to guarantee the greatest marketing automation. [ABSTRACT FROM AUTHOR]

Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed‐method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in‐depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that "cognitive cues" and "competence" significantly influence recommendation intentions among chatbot users. On the other hand, "peripheral cues" and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human‐machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a "humanness" element in chatbot development to create more engaging and positive customer experiences actively. [ABSTRACT FROM AUTHOR]

The constantly evolving legislation concerning the usage of cookies raises many concerns about the effectiveness of targeted online advertisements. Retargeting represents an advanced targeting strategy requiring detailed user data and thus may be potentially highly sensitive to cookie restrictions. The retargeting effectiveness is tested in terms of type (standard, dynamic), advertising platform (Meta Ads, Google Ads), and the ad performance development in time. The data were collected through a Czech home goods online retailer. This paper tests the effectiveness of 432 retargeting ads collected during the opt-out cookie regime by comparing them with 432 retargeting ads collected after the transition to the opt-in cookie regime. The study created 216 ads on Google and 216 ads on Facebook. The entire experiment took one month to be implemented in 2021 and repeated in precisely the same manner in 2022. After this period, data were processed with SPSS Statistics. Both Facebook and Google (Conversion Lift) provide A/B testing tools. The results suggest that standard retargeting ads are more effective in utilitarian browsing. In contrast, dynamic retargeting is more successful in reaching users in the hedonic environment of social networks. Moreover, the performance of retargeting ads evolves in the different stages along the customer journey. There are differences in the total number of tracked users in terms of the transition from the opt-out to the opt-in cookie regime. However, the performance of programmatic advertising appears moderately affected. AcknowledgmentThis work is supported by the Technology Agency of the Czech Republic under the Program of Applied Research ZETA through the Grant TJ02000206 – Developing the skills necessary for the digital business transformation.

Data-driven predictions have become an inseparable part of business decisions. Artificial Intelligence (AI) has started helping the product and support teams perform more accurate experiments in various business settings. This study proposes a framework for businesses based on inductive learnings related to success and barriers shared on social media platforms. Our goal is to analyse the signals emerging from these conversational opinions from the early adoption of AI, with a focus towards facilitators and barriers faced by teams. Factors like efficiency, innovation, business research, product novelty, manual intervention, adaptability, emotion, support, personal growth, experiential learning, fear of failure and fear of upgradation have been identified based on an exploratory study and then a confirmatory study. We present the learnings through a roadmap for practitioners. This study contributes to the IS literature by delineating AI as a determinant of success and introduces a lot of organizational factors into the model. [ABSTRACT FROM AUTHOR]

Small businesses are gradually digitizing. Although they may not have the budget required to digitize all marketing processes, they make incremental investments in marketing apps aiming to improve their market positions. The frequently communicated benefits of marketing apps by companies that develop and offer them contributes to the demand for ready-made solutions and the development of apps targeted at specific business sectors. Familiarity with the potential of app-based marketing is integral to their acceptance as a means of exploring new opportunities and resolving specific problems. [ABSTRACT FROM AUTHOR]

Association analysis and intelligent extraction of urban big data are the key to the construction of smart cities. By constructing an immersive interactive analysis environment for real cities, the complex urban big data and data mining results are presented to users in a visual and intuitive way, allowing users to visually understand. Obtaining the information contained in the data and interacting with each other in a way to achieve the organic integration of human intelligence and machine intelligence are an effective way to solve complex urban problems. With the development of big data and cloud-driven technology, marketing methods have undergone tremendous changes, and automated marketing has become the future trend. In order to understand the influencing factors and effects of marketing automation in a healthy and smart city, this paper designs a comparative experiment, takes the online retail industry as an example, takes big data as the basis and procedural purchase technology as the guarantee, realizes the purpose of real-time optimization of advertising information content, and finally realizes the automatic marketing process, and comparing big data and cloud-driven learning technology with other algorithms highlights the necessity of this paper. The results of the study found that under the big data and cloud-driven technology, the customer retention rate is around 23%, which is much higher than that of other algorithms, and the sales are also much higher than other algorithms. This shows that big data and cloud drives have an important impact on marketing automation. [ABSTRACT FROM AUTHOR]

Here we discuss and analyse the effects that interaction tools, personalization, and predictive analysis in AI SMM have on customer buying behaviour are discussed and analyzed. Use of AI selected advertisements can reach conversion levels of between 200% to 300% simply from an extra touch point with a client. Marketing effectiveness may be improved by trend forecasting with an overall increase of 20 percent and while analytics may increase ROI in marketing.The commonly used technologies like chatbots and social listening are currently dominating as the technologies capable of engaging in real-time interactions with the consumer which can have a massively impacting feature in their decisions to purchase a product or not. Nonetheless, while the benefits of such AI tools is apparent, customers have trust and security issues regarding data and are consuming more transparent AI. This study focuses on how traditional marketing has been impacted by AI/ML/Big Data and also provides some caveats including geographical preference and the sort of AI discussed in the study. There is a need for future studies to delve deeper into the nuts and bolts of particular AI features, the dynamics of consumer decision making over time, as well as the contextual factors in which the consumer responses take place. In a nutshell, on the basis of the findings, the study corroborates the premise the use of AI can enhance customer experience and redefine marketing strategies.

This paper focuses on the impact of digitalization and marketing automation on the "scope" of the heuristics adopted in the marketers' decision-making processes. The "scope" refers to the decision-making contexts in which the use of the heuristic rules is diffuse and is effective. More precisely, "scope" is (the extension of) the field in which a heuristic can be applied (successfully). The article is based on evidence collected through ethnographic interviews with twenty-three experienced marketers to discuss the impact of marketing automation on the scope of heuristic rules in decision-making. The marketers interviewed make extensive use of heuristics to manage their tasks as emerged from previous exploratory research. The paper discusses how the field of application of marketing experts' heuristics evolves as result of the digitalization and in particular of the use of automatic marketing systems. The adoption of the new automatic marketing tools modifies the task environment and the field of use of the traditional heuristic rules, but heuristics remain fundamental in the definition phase of the inputs for the automatic marketing systems, or for the interpretation of the output and therefore for the control of the marketing automation. The paper clarifies the concept of scope of heuristics and offers a rich description of the impact of marketing automation on scope. [ABSTRACT FROM AUTHOR]

The article discusses that marketing technology tools and sales technology tools make it possible to automate processes at scale, which can save costs and it enables the realization of additional sales opportunities. Artificial intelligence and virtual reality can make automation smarter and more human. It emphasizes that marketers need to plan the processes that underlie automation which is often hyper-personalized for thousands of prospects or customers.

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and presentation of the research findings are the objectives of the research. This study has potential limitations such as the data collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI. Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to understanding the future scope of AI and its penetration in marketing activities.

Vzhledem k rychlosti technologického pokroku v online marketingu a reklamě, marketingová automatizace se dostává stále více do popředí jak v aplikační, tak akademické oblasti. Nicméně i přes rostoucí popularitu tohoto nového marketingové přístupu, malé a střední podniky (MSP) narážejí na řadu významných překážek při jeho začleňování do svých podnikatelských procesů. V důsledku vysokých nároků na sběr zákaznických dat a nedostatku znalostí nezbytných k obsluhování systémů a řešení marketingové automatice, mnoho podniků není schopno plně využít potenciál, který marketingové technologie nabízejí. Tento článek popisuje mechanismy fungování automatizačních systémů v marketingu, shrnuje současný výzkum v této oblasti a analyzuje připravenost českých MSP implementovat nástroje digitálního marketingu a překážky, které jim v tom brání.

For social media, the current problem is not the lack of knowledge or skills to create personalized campaigns, but the lack of time. With so many different ways to collect as much data from customers, it's impossible for one person to capture this data, discover information, and then set up automated marketing campaigns for each person. Artificial intelligence is the solution to this problem, which focuses on the exploitation of customer data and machine learning in marketing strategies to anticipate the next move of customers and improve its experience through customize content and automation. This article aims to understand in an explicit way how artificial intelligence works on social media to ensure the maximum automation of marketing.

For several decades, the Journal of Public Policy & Marketing (JPP&M) has stimulated and led debates with far-reaching implications for consumer well-being, global relationships, and, ultimately, human survival. The challenges we face have not disappeared but intensified. Today, we must respond to climate change, manage a global pandemic, and address disparities and inequities that threaten our planet in ways we are yet to comprehend fully. However, the JPP&M community remains well placed to inform responses to these crises. This article draws together perspectives on new and long-standing questions and challenges, as it highlights the increasing urgency of addressing inequities and embedding sustainability at the heart of policy making. Although progress addressing these complex questions often has been slow, the authors also identify compelling opportunities in the form of sound policies and good marketing and consumption practices in response to health crises, environmental degradation, injustice, automation, violence, and war. The transformational benefits following constructive engagement offer hope that, even when faced with unprecedented challenges, human resilience and ingenuity can create meaningful responses. As the authors address chronic and novel problems, they are confident that JPP&M's community of researchers, policy makers, and advocates will continue to bring innovation, insight, and rigor and play a leading role in discovering solutions, locally and globally. [ABSTRACT FROM AUTHOR]

Acquiring a new customer, who nowadays is characterized by great awareness of goods and services selected in the market, at the same time functioning in times of high market competition and a huge flow of information from various media, requires the entrepreneur to create a product offer tailored to the potential customer. According to the author of the article, marketing automation seems to be a necessary complement to the traditional forms of marketing communication. This tool streamlines the collection of behavioral, geographical and transactional data of potential customers. It improves the segmentation of potential customers. It enhances the effectiveness of communication activities between the recipient and the sender. As a result, the entrepreneur has the opportunity to present a personalized sales offer, with a smaller financial outlay on marketing activities. The purpose of this article is to attempt to assess the effectiveness of customer acquisition using traditional marketing communication methods along with the development of a proposal to improve communication in the enterprise under analysis using individual automated marketing tools. The author used two research methods in her work: the first concerned the analysis of available literature, followed by the qualitative method of case study. This choice was conditioned by the desire to thoroughly understand the phenomenon rather than solely analyze variables.

Relevance of research topic. Although the Internet is a part of the daily life, some parts of the population continue to be excluded from the digital world due to the lack of digital skills and knowledge. An access to the digital technologies become significantly important as a mean of allowing everyone to participate in the digital society fearlessly. That is why it is an extremely important to consider a wide range of the modern digital tools (mostly, marketing digital tools), which will help anyone to achieve their purposes in their professional and everyday activity. Formulation of the problem. The main problem that will be addressed during our study is summarizing, justification and analyzing digital marketing tools in order to rise digital literacy to achieve certain goals. Analysis of recent research and publications. Modern scientific, tutorial and popular literature’s space is filled with the description of the digital marketing concept, its significance and application into the current everyday life. Authors has reviewed papers of American, British, Chinese, Finish, Polish, Ukrainian and Indian authors and practitioners dedicated to summarizing the best marketing tools worldwide. However, all of these findings are not good schemed logically to provide the best applicable practice for inexperienced marketing tools users. Unexplored parts of the general problem. The main practical problem is to take a correct digital marketing tool in order to concentrate attention to the effective decision making and do not waste time and resources. The aim of our study is concentrated description and clustering of the modern digital marketing tools for their effective choice and application into the practice. The main tasks that will be solved due to our research are following (1) description of the current world social media environment in numbers; (2) research of the different types of marketing digital tools and their efficiency; (3) finding ways for the most effective digital marketing usage according to the case. Research methodology. Researching a wide range of digital marketing tools, we have used SEO engines, as well as scientific methods of analysis and synthesis, systemic approach to summarize and justify all current modern marketing tools. Methods of digital clustering and grouping have been used by constructing a table of digital marketing means. Results. Authors have analyzed a lot of statistic materials characterizing digital environment nowadays. It is underlined that 86% of people aged 16-55+ use social media at least once per day, and 72% use it multiple times per day that makes necessary to develop business digitalization. Social media marketing features have been characterized. The Main Digital Marketing Tools have been presented with their possibilities to use in a table form. Authors have provided a deeply detailed systematization of the digital marketing tools and made it clear recommendations about their correct and effective usage. Application of results. When the business grows, it is not necessary to add people (hiring) multiplying current costs, but it is advisable simply to add digital applications which will help to solve all managing issues. Digital tools help to construct a clear digital marketing plan outlining company's online marketing and advertising. The goal of a digital marketing plan is to drive conversions by means of social media, content, and blog strategy. Conclusions. Authors have described over 160 digital marketing tools clustering them for thirs types and application spheres. Accent is pointed out at the SEO tools, Marketing Automation and Mobile Marketing Applications. By having strong SEO and using online advertising, it is possible to drive visitors to the website of any company and to present them with a free information-based offer. Marketing Automating the follow-up to the lead generation process is a smart way to ensure the marketing runs continuously and smoothly all the time. Effective ways of Mobile Marketing usage include text message campaigns, having a mobile app and creating a mobile loyalty program.

Automated and personalized interactions may increase the relevance of marketing offers, but they also have less positive economic and psychological consequences for consumers. Machine learning-based prediction algorithms can approximate individuals' preferences and their willingness to pay at ever greater levels of precision, and companies can use this knowledge to charge higher individual prices. Typically, consumers freely hand over all the information necessary to reveal their preferences and it seems that they underestimate the value of their personal data. And there is another discomforting aspect of giving away personal data. It means giving up privacy and as a result loosing autonomy. Preventing negative outcomes is typically a task for regulators but finding solutions can be difficult. Therefore, companies need to address consumer concerns in their policies as well. To avoid dystopia, managers need to take consumer psychology into account and resist the temptation to maximize short-term profits at the cost of consumers. Avoiding marketing dystopia is in the best interest of all market participants – at least with a longer-term perspective. [ABSTRACT FROM AUTHOR]

This viewpoint article considers the impact of the latest developments in information and communications technology on the automation of and support for marketing and sales. It compares the situation in business to business and business to consumer markets and identifies the similarities and differences between the two. It compares the situation with what is being covered in academic literature – mostly CRM systems, social media and platform supply – and identifies gaps in academic research – with the purpose of giving clear guidance for academics who are researching or teaching in this area, from practitioners who are involved deeply in the area. The methodology is a review of academic and gray literature and conceptual analysis, with a strong autoethnographic input from the, one of whom is actively involved in delivery situations involving marketing and sales automations and the other in advising companies in this area. It draws on discussions with practitioners in leading firms, on the trade press, supplier case studies and the experiences of a leading marketing communications agency with its clients to identify best and normal practice. The discussions and advisory input are confidential so cannot be referenced. The automation of marketing and sales activity is progressing quickly, supported by developments in information technology. The review of academic literature shows that academics tend to focus on specific aspects of marketing and sales automation and not on the comprehensive approach followed by leading companies. It is important for academics to keep up with these developments, by reading the professional literature, particularly that relating to comprehensive marketing and sales automation, and by becoming involved in projects with companies that are automating their approaches, focusing particularly on projects which aim to automate the entire marketing and sales process rather than individual parts of it. Companies which are falling behind in their use of marketing and sales automation should consider how to embody it in their approach, on a comprehensive rather than a piecemeal basis. This would normally be initiated by a review of the company's marketing and sales processes and comparison with best practice (overall rather than in specific areas), and then engagement with one or more suppliers of marketing and sales automation systems and services, to identify the benefits of the automation approach and the roadmap to its implementation. Academics should build into their career plans research projects which will bring them into direct contact with advanced practitioners of marketing and sales automation, probably by case study rather than survey work. This might be through collaboration with consultancy firms which require some secondary research or training inoput. [ABSTRACT FROM AUTHOR]

We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in an evolving marketplace increasingly characterized by automation. [ABSTRACT FROM AUTHOR]

The purpose of this quantitative experimental study was to understand if the use of marketing automation utilising transaction recency compared to a mass-market approach generated statistical significance and an increased response rate. To answer this question, direct mail was used as an instrument to test this hypothesis. The study contained a sample of individuals from nine participating financial institutions. Each participant received one of two direct mail treatments, containing either time personalisation or no time personalisation. Evidence of a statistically significant relationship was found between time personalisation and consumer response, χ2 (1, N = 43,581) = 25.16, p < 0.001. The effect size for this finding, Phi, was small, 0.024. In this analysis, there was a statistically significant association between time personalisation and consumer response. The time personalisation response rate was 1.56 per cent versus a 0.99 per cent response rate for the no time personalisation treatment. Time personalisation of a communication was statistically associated with consumer response within the financial services direct mail marketing channel. This has implications for the marketing professional seeking methods for increasing customer engagement, brand affinity and profit while utilising the bank's on-premise data and marketing automation tools. [ABSTRACT FROM AUTHOR]

Digitalization generally speaking and marketing digitalization in particular are significant new topics on the Central and Eastern European market, also well embraced by ever more Romanian companies. The aim of this research is to determine opinions and attitudes of the Romanian hightech small and medium enterprises' (SMEs) marketing managers in respect to the various marketing digitalization topics. The research reveals and analyses answers obtained from nine interviews, combining several analyses including content horizontal analysis and graphical analysis. The outcome can be used by academic researchers as the main starting point for more complex qualitative studies on the researched topic. [ABSTRACT FROM AUTHOR]

Information technology and its implications have shown significant developments in the last decades. The internet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and presentation of the research findings are the objectives of the research. This study has potential limitations such as the data collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI. Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to understanding the future scope of AI and its penetration in marketing activities. [ABSTRACT FROM AUTHOR]

The rapid penetration of new technologies in business and using them largely by consumers is a prerequisite for designing new applications for the purposes of marketing. Binding marketing decisions with big data is already a necessity which provides purposefulness, accuracy and speed of processes and tools. The interdependences between weather and the users that are surveyed and registered on the offline market are considered even more significant in designing the online set of marketing tools. The positive effects of applying weather-based marketing will generate extra interest in implementing and designing innovative applications. It is expected that a step forward will be made by the high-tech companies and those which update their marketing more actively. The article reviews current applications of weather-based marketing, the response to changes in weather and the possibilities for integrating the decisions for off- and online markets. The results of the research of weather-based marketing in Bulgaria will help to explain its condition at the moment and the opportunities for enlarging its scope in the future.

The article addresses an important and current problem related to the use of chatbots in customer service, according to students. The aim of the research was to recognize the attitude of respondents to chatbots in the context of customer service and to determine the development prospects for their use in this area. The research examined the recognizability of chatbots among respondents, the frequency of contact between respondents and chatbots, as well as the impression (feeling) of respondents using chatbots. As a research method, student survey was used. Research has shown that chatbots are still a new tool for respondents, however they have great potential in customer service, as they are user-friendly and are very useful in the area of customer service. Research has shown that the role of chatbots in this area should increase. This can have a good effect on the image of the brand / company.

Copyright of Management Issues / Problemy Zarządzania is the property of Problemy Zarzadzania and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article addresses an important and current problem related to the use of chatbots in customer service, according to students. The aim of the research was to recognize the attitude of respondents to chatbots in the context of customer service and to determine the development prospects for their use in this area. The research examined the recognizability of chatbots among respondents, the frequency of contact between respondents and chatbots, as well as the impression (feeling) of respondents using chatbots. As a research method, student survey was used. Research has shown that chatbots are still a new tool for respondents, however they have great potential in customer service, as they are user-friendly and are very useful in the area of customer service. Research has shown that the role of chatbots in this area should increase. This can have a good effect on the image of the brand / company. [ABSTRACT FROM AUTHOR]

To remain competitive in a connected world, offline retailers have responded with integrating digital in-store technologies into their physical servicescapes. Often, the introduction of multichannel connecting services like click & collect or order from or return to store are first steps. Shopper-facing advanced technologies can be key to creating a different physical shopping experience for consumers and delivering benefits to retailers such as improved traffic, conversion and baskets or streamlined operational cost. In general, consumers consider retailing technologies as useful. However, shoppers assess the fairness of the exchange about procedures, outcome and treatment and the value of the technology they receive compared to what the retailer gets. Also, satisfaction, trust and privacy concerns are relevant for customers. Retail managers need to ensure the functionality and safety of their application and take consumer concerns seriously. Also, they need to address privacy concerns and build trust, if they want proximity marketing to deliver on its promise of increasing basket size or attracting new shoppers. [ABSTRACT FROM AUTHOR]