Application of AI in Marketing Strategy: Insights from Millennials and Generation Z

• 영문명: Application of AI in Marketing Strategy: Insights from Millennials and Generation Z
• 발행기관: 국제융합경영학회
• 저자명: 조윤정(Yooncheong CHO)
• 간행물 정보: 『융합경영연구』Vol.12 No.1, 29~38쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: The purpose of this study is to explore the perceptions of millennials and Generation Z regarding AI applications in marketing, an area that has been rarely explored in previous researches. This study formulated research questions how millennials and Generation Z perceive the impact of brand image, AI-assistant customer service, affective factor, immersive experience, cognitive factor social factor and competitiveness of products and brands on overall attitude through the lens of AI applications in marketing. Additionally, this study also explored the influence of overall attitudes on satisfaction, intention to use, and loyalty towards AI applications. Research design, data and methodology: To gather data, this study employed an online survey conducted in collaboration with a reputable research organization. This study utilized factor analysis, ANOVA, and regression analysis for data analysis. Results: The findings revealed that the impact of brand image, AI-assistant customer service, and competitiveness on attitude demonstrated significance in both millennials and generation Z cohorts. The study identified that cognitive and social factors significantly influenced attitudes among millennials, whereas affective and immersive experiences showed significance in influencing attitudes among Generation Z. Conclusions: The findings offer valuable managerial implications, shedding light on the application of AI in marketing with distinct perspectives between millennials and Generation Z.

목차

1. Introduction

2. Literature Review

3. Hypotheses Development

4. Methodology

5. Data Analysis

6. Conclusion

References

키워드

AI-assistant Application Metaverse Marketing Strategy Millennials Generation Z