| dc.contributor.author | Mischin, Julia | |
| dc.date.accessioned | 2024-12-03T10:37:44Z | |
| dc.date.available | 2024-12-03T10:37:44Z | |
| dc.date.issued | 2024-01 | |
| dc.identifier.uri | http://hdl.handle.net/11728/12782 | |
| dc.description.abstract | This dissertation investigated the impact of Artificial Intelligence (AI)-powered content and customization in e-commerce on customer behavior. According to the research, customized marketing, particularly through AI technologies and chatbots, has a major influence on customer engagement and purchase choices. The results revealed a link between beneficial AI customization and higher consumer happiness. These findings emphasize the rising significance of customized digital marketing techniques in improving consumer experiences and decision-making processes in online buying settings. The findings are useful for businesses and marketers, highlighting the usefulness of AI-driven customization in e-commerce. | en_UK |
| dc.language.iso | en | en_UK |
| dc.publisher | Μεταπτυχιακό Πρόγραμμα Ψηφιακό Μάρκετινγκ, Σχολή Οικονομικών Επιστημών και Διοίκησης, Πανεπιστήμιο Νεάπολις Πάφου | en_UK |
| dc.subject | AI-Driven Personalization | en_UK |
| dc.subject | Consumer Behavior | en_UK |
| dc.subject | E-commerce | en_UK |
| dc.subject | Digital Marketing | en_UK |
| dc.subject | Chatbots | en_UK |
| dc.subject | Purchase Decisions | en_UK |
| dc.title | The Impact of Personalization and AI-Driven Content Strategy on Consumer Behavior in E-commerce: An Empirical and Theoretical Examination | en_UK |
| dc.title.alternative | This thesis was submitted for distance acquisition of a postgraduate degree in Digital Marketing at Neapolis University | en_UK |
| dc.type | Thesis | en_UK |
