Social Network Analysis and Mining,
Journal Year:
2024,
Volume and Issue:
14(1)
Published: Nov. 20, 2024
Abstract
This
study
explores
the
impact
of
artificial
intelligence
(AI)
on
brand
communication
within
corporate
social
networks,
analyzing
its
benefits,
ethical
and
technical
challenges,
proposing
responsible
implementation
strategies
enriched
with
new
theoretical
contributions.
To
achieve
this,
a
systematic
literature
review
(SLR)
was
conducted
based
SPAR-4-SLR
methodology
by
Paul
et
al.
(2021),
using
57
studies
from
Scopus
Web
Science
over
past
six
years.
approach
complemented
recommendations
Kitchenham
Charters
(2007)
to
ensure
rigor
thoroughness
in
analysis.
The
reveals
that
transforms
interactions
networks
enabling
effective
personalization,
optimizing
customer
experience,
enhancing
satisfaction.
Benefits
include
precise
segmentation,
predictive
analytics,
service
optimization
through
chatbots.
However,
significant
challenges
also
emerge,
such
as
data
privacy,
algorithmic
bias,
lack
transparency
AI
models.
necessity
for
practices
regulations
foster
user
trust
mitigate
risks
associated
digital
is
emphasized.
Journal of Organizational and End User Computing,
Journal Year:
2023,
Volume and Issue:
35(1), P. 1 - 32
Published: Sept. 8, 2023
Motivated
by
the
need
to
better
understand
ongoing
role
of
artificial
intelligence
in
businesses
and
shift
focus
from
a
purely
technological
algorithmic
perspective
one
that
encompasses
human-computer
interaction,
this
article
aims
investigate
people's
intention
use
AI
for
generating
images
business
context.
The
present
study
employed
structural
equation
modelling
analyse
how
factors
UTAUT2
such
as
perceived
customer
value,
effort
expectancy,
social
influence,
facilitating
conditions
affect
behavioural
intention.
research
introduces
new
moderators
(creativity
English
language
proficiency),
context
generative
AI.
Language
proficiency
gender
impact
usage,
while
expectancy
is
more
pronounced
cases
low
creativity.
Behavioral Sciences,
Journal Year:
2024,
Volume and Issue:
14(7), P. 616 - 616
Published: July 20, 2024
The
evolution
of
e-retail
and
the
contribution
artificial
intelligence
in
improving
algorithms
for
greater
customer
engagement
highlight
potential
these
technologies
to
develop
e-commerce
further,
making
it
more
accessible
personalized
meet
individual
needs.
This
study
aims
explore
psychosocial
factors
(subjective
norms;
faith;
consciousness;
perceived
control)
that
affect
AI-enabled
ease
use
their
impact
on
purchase
intention
online
retail.
We
will
also
assess
mediating
effect
between
consumer
intention.
A
quantitative
methodology
was
used,
1438
responses
were
collected
from
Portuguese
consumers
e-retail.
Structural
equation
modeling
used
statistical
treatment.
findings
indicate
subjective
norms
do
not
positively
use,
whereas
such
as
faith,
consciousness,
control
enhance
it.
Furthermore,
itself
boosts
Additionally,
effects
norms,
are
significantly
enhanced
when
mediated
by
highlighting
crucial
role
usability
shaping
behavior.
this
has
been
made
through
formulation
model
provides
a
systematized
perspective
about
influencers
intentions
extends
knowledge
offers
insights
into
e-commerce—artificial
directly
affects
plays
an
important
mediator
interaction
mechanisms
intentions.
Advances in hospitality, tourism and the services industry (AHTSI) book series,
Journal Year:
2024,
Volume and Issue:
unknown, P. 1 - 16
Published: July 26, 2024
This
study
explores
the
capacity
of
Artificial
Intelligence
(AI)
to
revolutionize
customization
marketing
tactics.
delves
into
fundamental
principles
customer
engagement
and
investigates
capability
AI
provide
relevant
focused
experiences.
can
personalize
communications
by
monitoring
behavior
demographics,
which
improves
influences
decision-making.
theory
use
game
mechanics
engage
incentivize
users.
intelligence
has
ability
tailor
gamified
experiences
personalizing
rewards
challenges
according
specific
tastes
particular
customers.
leads
a
deeper
more
meaningful
degree
engagement.
Algorithms
have
forecast
individual
preferences
actions
evaluating
vast
amounts
consumer
data.
allows
for
development
content
that
connects
with
certain
groupings,
provides
product
suggestions,
delivers
advertising.
Social Network Analysis and Mining,
Journal Year:
2024,
Volume and Issue:
14(1)
Published: Nov. 20, 2024
Abstract
This
study
explores
the
impact
of
artificial
intelligence
(AI)
on
brand
communication
within
corporate
social
networks,
analyzing
its
benefits,
ethical
and
technical
challenges,
proposing
responsible
implementation
strategies
enriched
with
new
theoretical
contributions.
To
achieve
this,
a
systematic
literature
review
(SLR)
was
conducted
based
SPAR-4-SLR
methodology
by
Paul
et
al.
(2021),
using
57
studies
from
Scopus
Web
Science
over
past
six
years.
approach
complemented
recommendations
Kitchenham
Charters
(2007)
to
ensure
rigor
thoroughness
in
analysis.
The
reveals
that
transforms
interactions
networks
enabling
effective
personalization,
optimizing
customer
experience,
enhancing
satisfaction.
Benefits
include
precise
segmentation,
predictive
analytics,
service
optimization
through
chatbots.
However,
significant
challenges
also
emerge,
such
as
data
privacy,
algorithmic
bias,
lack
transparency
AI
models.
necessity
for
practices
regulations
foster
user
trust
mitigate
risks
associated
digital
is
emphasized.
