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Designing a model for the place of artificial intelligence in holistic marketing processes
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Mohammed salah mahdi Alali Alhelli1   , Hossein Rahimi Koluor *2 , GHasem Zarei3 , Mohammad Bashokouh Ajirlou3 |
1- PhD student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Associate Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran bili, Ardabil, Iran , hrk6809@gmail.com
3- Professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (12 Views) |
This research, titled “Designing a Model for the Place of Artificial Intelligence in Holistic Marketing Processes,” examines the role and function of artificial intelligence in holistic marketing and attempts to explain its place in various dimensions of integrated, internal, relational, and social marketing. The text shows that artificial intelligence, as a transformative force, has transformed the structure and function of marketing through data-driven decision-making, process automation, personalization, enhancing customer interaction, and service innovation. Despite the rapid growth of related research, the existing literature is scattered and lacks a comprehensive model to explain the role of artificial intelligence in holistic marketing processes. Methodologically, the research was conducted with a pragmatic approach and mixed design. In the qualitative phase, first, a systematic review and meta-synthesis of 47 studies were analyzed and an initial conceptual framework was extracted. Then, using data-driven theory and conducting semi-structured interviews with 21 experts in Iraq, the final model was developed. The data analysis process was conducted based on open and axial coding and theoretical saturation was reported after the fifth interview group. The findings show that the place of AI in holistic marketing is not only technical or operational, but also encompasses ethical, organizational and relational dimensions. The extracted categories include ethical personalization, empathetic AI, digital trust, system integrity, multi-channel coordination, data-driven culture, employee empowerment, algorithmic justice and privacy and security. Finally, the research concludes that AI can improve marketing performance, as well as help strengthen customer trust, social responsibility and sustainability; therefore, it should be institutionalized as a strategic and integrated capability in holistic marketing, not just as a standalone tool.
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Article number: 25 |
| Keywords: Artificial Intelligence, Holistic Marketing, Metasynthesis, Data-Driven Theory, Personalization, Digital Trust, Social Responsibility. |
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Full-Text [PDF 806 kb]
(5 Downloads)
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Article type: Research |
Subject:
General
Received: 2024/08/6 | Accepted: 2024/10/21 | Published: 2024/08/31
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Alali Alhelli M S M, Rahimi Koluor H, Zarei G, Bashokouh Ajirlou M. Designing a model for the place of artificial intelligence in holistic marketing processes. mieaoi 2024; 13 (48) : 25 URL: http://mieaoi.ir/article-1-2125-en.html
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