چکیده مقاله
This research aims to propose a mixed model of digital marketing inthe financial services sector, emphasis on artificial intelligence tools The studywas conducted using a mixed methods research approach Initially, a digitalmarketing model was designed using a qualitative grounded theory approach Subsequently, the model was tested quantitatively Data were collected throughsemi structured interviews with 15 experts and specialists until theoreticalsaturation was achieved, and by distributing 437 questionnaires based on thedesigned model The analysis method for the interview data was open, axial, andselective coding and the use of the Strauss and Corbin model in the Nvivo 10software In the quantitative section, structural equation modeling SEM wasutilized using AMOS version 24 The findings of the qualitative section led to thepresentation of a digital marketing model in the financial services sector,emphasizing artificial intelligence tools After verifying its validity andreliability, the hypotheses for the quantitative section were formulated Hypothesis testing indicated model validation The conclusion is that digitalmarketing in the financial services industry requires the accompaniment ofartificial intelligence Using AI in digital marketing can only be successful whenbusinesses decide to leverage the benefits of real time customer segmentation,personalizing marketing messages, and optimizing media purchasing Artificialintelligence aids in improving business rules by eliminating manual tasks andfrees marketers from tedious duties to focus on more strategic and creativeactivities Without AI, gathering and processing vast amounts of data fromvarious sources for marketers in the financial services industry is challenging Given that many businesses in this sector are ill prepared to utilize artificialintelligence if they lack this readiness, they face challenges in competing withother businesses and cannot make accurate and profitable forecasts about theirclients
کلیدواژهها
نویسندگان
Hamid Alizadeh
Ph D , Business Management, Islamic Azad University, Central Tehran Branch, Iran
Mohammad Jalali Filshour
Master's degree, Business Management, Islamic Azad University, Central Tehran Branch, Iran
شیوه ارجاع
Alizadeh, Hamid and Jalali Filshour, Mohammad,1402,Proposing a Mixed Model of a Digital Marketing in the FinancialServices Sector with an Emphasis on Artificial Intelligence Tools,30th National and 11th International Conference on Insurance and Development (ICID 2023) The Evolution of Insurance Industry Ecosystem (Takaful, Governance, Modern Technologies),Tehran
ارائهشده در
مجموعه مقالات سی امین همایش ملی و یازدهمین همایش بین المللی بیمه و توسعه با موضوع تکامل زیست بوم صنعت بیمه «تکافل، حکمرانی و فناوری های نوین»12 آذر 1402 · تهران