12: The role of social media, digitisation of marketing, and AI on brand awareness
Daniel Hagan; Hamid Jahankhani; Lea Broc; Arshad Jamal Northumbria University, London, United Kingdom
Abstract
The aim of this chapter is to explore the role of digitisation and artificial intelligence (AI) on social media and in aiding brand awareness marketing—an approach to create, communicate, and deliver value offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalised way. It also provides insight for managers regarding the AI-driven environment on branding and customer management practices in today's globalised world.
Keywords ...
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