چکیده مقاله
AI, as a cutting edge technology of the digital era, has affected various industries, including marketing In light of this technology, companies can interact with customers more effectively and personally by incorporating big data and advanced analytics Furthermore, this study aimed to evaluate the effectiveness of AI marketing in strengthening customer relationships The statistical population of this study consists of Digikala customers, selected through random sampling Kolmogorov Smirnov test and SPSS were used to evaluate the data distribution According to the findings, the Cronbach's alpha coefficient, convergent validity, composite reliability, and discriminant validity of all variables were desirable Additionally, the model's predictive power for these variables was strong, as evidenced by the R squared value and the predictive quality indicator, both of which were found to be desirable Based on the findings, AI marketing has a significant effect on service quality, customer satisfaction, and customer value, with effect sizes of 0 555, 0 660, and 0 440, respectively
کلیدواژهها
نویسندگان
Anoushiravan Salehpour
MSc, Islamic Azad University Science and Research Branch, Tehran, Iran
Parvaneh Salatin
Assistant Professor, Department of Economics, Firoozkooh Branch, Islamic Azad
شیوه ارجاع
Salehpour, Anoushiravan and Salatin, Parvaneh,1403,Artificial Intelligence Marketing to Strengthen Customer Relationships: A Case Study of Digikala Company,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز