نوع مقاله : مقاله علمی-پژوهشی
عنوان مقاله English
نویسندگان English
The concept of marketing does not change in the face of artificial intelligence, but artificial intelligence can be an effective tool in better realizing this process. This research aimed to present a model of marketing based on artificial intelligence in institutions providing financial market educational services, based on the lived experiences of managers. Furthermore, the study sought to explore managers' perceptions of the effects of these dimensions on consumer behavior. This research was an extension of the qualitative research method. The qualitative method was based on the interpretive phenomenological theory. The statistical population of the research included managers of educational institutions providing financial market educational services in Shiraz who have provided these services in the last 5 years. Using the snowball sampling method, semi-structured interviews continued until theoretical saturation was reached with 14 people. By examining the experience of managers, the dimensions of AI-based marketing were identified, including 5 main themes (data collection, data analysis and interpretation, prediction, automated decision-making, personalization, and customer experience) and 12 subthemes and 31 codes. Implementing this model allows educational institutions to establish more effective communication with consumers of educational services and create a sustainable competitive advantage by accessing comprehensive data and accurate behavior analysis, making quick decisions, anticipating needs, and personalizing services. The findings also reflect managers' perceptions of how these dimensions influence consumer behavior, suggesting that AI-based marketing can transform consumer behavior from a passive state to an active, aware, and relationship-oriented one by increasing trust, transparency, and interaction. The innovation of this research is to present an integrated and native model of AI-based marketing in the field of financial education that, unlike previous models that were largely tool-oriented, focuses on the lived experience of managers, the logic of the relationship between the dimensions of intelligent marketing, and its consequences for consumer behavior.
کلیدواژهها English
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