Browsing by Subject "Personalisation"
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Item Restricted The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses(2023) Ranu Dongra; Artinger, Florian; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This thesis aims to examine the impact of AI-enabled Customer Relationship Management (CRM) in small and medium-sized e-commerce businesses in Germany and India. The adoption of Artificial Intelligence (AI) in CRM is emerging as a solution for businesses in their marketing operations. The research addresses the competitive advantages including customer personalisation, segmentation, lead generation, targeting, data, and predictive analysis. This study gathers a mix of qualitative and quantitative approaches where survey respondents (N=30) and Interviews (N=10) include case studies of marketing professionals and executives. The research questions are analysed with two hypotheses which explains the value of AI in CRM for small and medium sized e-commerce businesses. The AI features in CRM provided by MoEngage are deeply analysed. The results show e-commerce businesses improve customer engagement and sales by effective personalisation and segmentation after implementation of AI-enabled CRM. Keywords: Artificial Intelligent (AI), CRM, AI-enabled CRM, small and medium-sized businesses, e-commerce, marketing, Segmentation, PersonalisationItem Restricted The Impact of Unethical Advertising on Customer Behaviour : an Empirical Study on Marketing Ethics(2023) Ethan Anil Lobo; Ülker, Barış; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Advertising is an integral part of marketing and business activity. Advertising has the capability to attract and attain new and existing customers to interact with the product or service. Consumers rely heavily on the information displayed in the advertisement of a product or service, with the hopes of obtaining some honest and reliable source of information to make appropriate purchase decisions. However, companies in the recent past have been criticised for misleading, deceiving and offending consumers through cheap and poor tactics showcased through their advertisements. This study aims to examine the negative impact of unethical advertising on consumer awareness, purchase behaviour and responsibility. Consumers are susceptible to falling prey to advertisements that deceive and manipulate consumer psyche into making haste decisions without further consideration. Relevant literature and studies show how unethical advertisements are classified based on the unethical practises that the advertisements portray. The reach of mass media and technology enables advertising to grasp the minds of customers, and even target customers using methods of personalisation. This thesis aims to instil a feeling of consciousness and awareness towards such cases and adopt appropriate behaviours to help alleviate the issue of unethical advertising. The study examines how consumers pay attention to this issue, their reaction to such advertisements, and the actions taken to curb the problem. Ultimately, customers tend to show willingness to adopt better attitudes and perceptions towards all forms of advertising, in order to avoid any type of deception. Keywords: unethical advertising, consumer awareness, purchase behaviour, advertising ethics, consumer deception, media influence, personalisation, consumer reaction, marketing tactics, consumer responsibility