تطبيق آليات الذكاء الاصطناعي في التسويق الرقمي وآثارها في تحقيق المزايا التنافسية- دراسة ميدانية على الخبراء

نوع المستند : المقالة الأصلية

المؤلف

جامعة فاروس بالاسكندرية

المستخلص

سعت الدراسة للتعرف على تطبيق آليات الذكاء الاصطناعي في التسويق الرقمي وأثره في تحقيق المزايا التنافسية، ورصد واقع المسوقين في استخدام الشركات للتقنيات الحديثة (الذكاء الاصطناعي) في التسويق الرقمي، وآليات العمل بها، والتعرف على تطبيقات (الذكاء الاصطناعي) التي تستخدم في تطوير التسويق الرقمي، وقسَّمتها الباحثة إلى: (التسعير الديناميكي، وشات روبوتات المحادثة، وتنظيم المحتوى الذكي، وتحليل البيانات "الخوارزميات" (تحليل الصورة، وتحليل المشاعر، وتحليل الجمهور)، وتحليلات التسويق التنبؤ وتخطيط السوق)، والكشف عن الميزة التنافسية، وقسَّمتها الباحثة إلى: (الحصة التسويقية، والصورة الذهنية، والربحية)، والتعرف على الدور الوسيط للتوجه نحو التقنيات الحديثة في العلاقة بين تطبيقات الذكاء الاصطناعي في التسويق الرقمي في الشركات المصرية وتحقيق الميزة التنافسية.
طُبِّقت الدراسة على عينة عمدية متاحة حجمها (60) مفردة مقسمة بالتساوي بين الخبراء الممارسين والأكاديميين بواقع (30) مفردة لكل منهما، واعتمدت الباحثة على نموذج تقبل التكنولوجيا (TAM)، وتوصلت الدراسة إلى:

كشفت النتائج وجود سهولة استخدام مدركة مرتفعة لدى الخبراء عينة البحث لتطبيقات الذكاء الاصطناعي في التسويق الرقمي، ترتب عليها استفادة مدركة مرتفعة تؤثر في النية السلوكية لاستخدام الخبراء بدرجة مرتفعة.
أثبتت النتائج وجود تأثير لتطبيقات الذكاء الاصطناعي في التسويق الرقمي على تطوير الشركات المصرية وتحقيق الميزة التنافسية، وكانت أكثر التطبيقات تأثيرًا استخدام تنظيم المحتوى الذكي الربحي، ثم التسعير الديناميكي، ثم تحليلات التسويق، وفي المرتبة الأخيرة استخدام تحليل البيانات.
وكانت أكثر عناصر الميزة التنافسية التي تتأثر بتطبيقات الذكاء الاصطناعي: الصورة الذهنية، ثم الربحية، وفي المرتبة الأخيرة الحصة التسويقية.

الكلمات الرئيسية

الموضوعات الرئيسية


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