Open Metaverse Gate: How Marketing Strategies Shape-Shifted After AI Invasion
Fragment książki (Rozdział monografii pokonferencyjnej)
MNiSW
20
Poziom I
| Status: | |
| Autorzy: | Hashem Tareq Nael, Al-Amawi Amaal, Shlash Mohammad Anber Abraheem, Katrodia Ankit, Rzepka Agnieszka |
| Dyscypliny: | |
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| Wersja dokumentu: | Drukowana | Elektroniczna |
| Język: | angielski |
| Strony: | 275 - 282 |
| Efekt badań statutowych | NIE |
| Materiał konferencyjny: | TAK |
| Nazwa konferencji: | International Conference on National Institutions’ Role in Confronting Environmental Risks - Reality and Solutions 2024 |
| Skrócona nazwa konferencji: | RINCER 2024 |
| URL serii konferencji: | LINK |
| Termin konferencji: | 13 sierpnia 2024 do 14 sierpnia 2024 |
| Miasto konferencji: | Ammandan |
| Państwo konferencji: | JORDANIA |
| Publikacja OA: | NIE |
| Abstrakty: | angielski |
| The current study aimed to examine the influence of AI and metaverse that has helped in shape-shifting the reality of marketing strategies in the context of personalization and targeting, experience and engagement, analytics and insights, and content creation. Quantitative methodology was used, and a self-administered questionnaire was responded to by (87) managers of marketing organizations operating in Jordan through the fiscal year 2023–2024. SPSS was adopted to analyze the primary data collected. The analysis results confirmed what we had hypothesized, ensuring that AI and the metaverse managed to facilitate marketing shape-shifting. Among the chosen variables of AI and metaverse, we have found through analysis that marketing analytics and insights in metaverse marketing have changed how marketing is done by adding a new dimension, consumer interactivity, and data-driven strategies and experiences. The metaverse has opened up the interaction of physical and digital environments, allowing marketers to collect more real-time data on consumers’ behavior and preferences to adjust marketing strategies. The study recommended that firms ensure that their marketing departments receive training on how to use AI in marketing to develop marketing strategies that will work in the metaverse. |
