Abstract
In the globalised world, artificial intelligence (AI) has proved to have a significant impact on digital marketing. AI has transformed the digital marketing campaign with effective planning and companies have started to adopt AI for successful digital marketing. To enrich this literature, this study explored the role of AI in digital marketing strategies. In this study, a quantitative survey was conducted in which 115 participants were recruited through a random stratified sampling technique. Pearson product moment correlation and multiple regression analysis were used for data analysis. The results showed a strong positive relationship between AI and digital marketing strategies. AI could also account for 82.4% of the variance in digital marketing strategies. A comparison with previous literature reinforced the transformative impact of AI on digital marketing. The findings contributed to a nuanced understanding of the role of AI in shaping modern marketing strategies.
Keywords
Publication details
- DOI
- 10.56632/bct.2024.3105
- Journal
- Journal of Business, Communication and Technology, 3(1), 54-65
- Publisher
- Gulf College
- Open access
- Gold open access
Cite this article
APA 7
Tauheed, J., Shabbir, A., & Pervez, M. S. (2024). Exploring the Role of Artificial Intelligence in Digital Marketing Strategies. Journal of Business, Communication and Technology, 3(1), 54-65. https://doi.org/10.56632/bct.2024.3105
MLA 9
Tauheed, Jawad, et al. "Exploring the Role of Artificial Intelligence in Digital Marketing Strategies." Journal of Business, Communication and Technology, vol. 3, no. 1, 2024, pp. 54-65. https://doi.org/10.56632/bct.2024.3105.
Chicago (author–date)
Tauheed, Jawad, Aumir Shabbir, and Muhammad Shahid Pervez. 2024. "Exploring the Role of Artificial Intelligence in Digital Marketing Strategies." Journal of Business, Communication and Technology 3 (1): 54-65. https://doi.org/10.56632/bct.2024.3105.
Harvard
Tauheed, J., Shabbir, A. and Pervez, M. S. (2024) 'Exploring the Role of Artificial Intelligence in Digital Marketing Strategies', Journal of Business, Communication and Technology, 3(1), pp. 54-65. doi:10.56632/bct.2024.3105.
Vancouver
Tauheed J, Shabbir A, Pervez MS. Exploring the Role of Artificial Intelligence in Digital Marketing Strategies. Journal of Business, Communication and Technology. 2024;3(1):54-65. doi:10.56632/bct.2024.3105
IEEE
J. Tauheed, A. Shabbir, and M. S. Pervez, "Exploring the Role of Artificial Intelligence in Digital Marketing Strategies," Journal of Business, Communication and Technology, vol. 3, no. 1, pp. 54-65, 2024, doi: 10.56632/bct.2024.3105.