文章基本信息

标题：The role of artificial intelligence in integrated marketing communications. A case study of Jumia Online Ghana
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作者：Edward Effah Brobbey ; Ebenezer Ankrah ; Philip Kwaku Kankam 等
期刊名称：Inkanyiso: Journal of Humanities and Social Sciences
印刷版ISSN：2077-2815
电子版ISSN：2077-8317
出版年度：2021
卷号：13
期号：1
页码：120-136
语种：English
出版社：African Journals Online
摘要：Artificial intelligence (AI) has been observed as both a destructive and a transformative game changer in all human activities where it has been adopted. This study looked into the role of Artificial Intelligence in Integrated Marketing Communications, with Jumia Online Ghana as a case. Through the use of both quantitative and qualitative approaches, as well as convenience and purposive sampling techniques, the study obtained qualitative and quantitative data from IT staff and customers of Jumia Online Ghana. A total of 112 respondents participated in the study. The study revealed that Jumia Online Ghana boost their marketing communications; undertake marketing leads; and promote their contents and products through the use of Artificial Intelligence. The study recommends that the need exists for AIpowered contents of Jumia Online Ghana to be optimized for mobile devices. It has been established that the use of AI empowers marketing communications in order to reach wider markets.
关键词：Artificial Intelligence; communications; integrated marketing communication; Jumia online Ghana; Ghana.