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Adapting and implementing artificial intelligence into marketing strategies

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dc.contributor.advisorColorado, Camilo
dc.contributor.advisorVillegas, Erick Behar
dc.contributor.authorBaharestani, Soufinaz
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2025-02-19
dc.date.accessioned2025-11-28T13:28:03Z
dc.date.available2025-11-28T13:28:03Z
dc.date.issued2024
dc.description.abstractAUTHOR-SUPPLIED ABSTRACT: In the contemporary era, digital transformation is revolutionizing Human Resources (HR) by integrating advanced technologies to streamline and optimize processes such as time and absence management. This study investigates the potential impact of these digitalized HR processes on perceived efficiency and employee satisfaction, focusing on techno-stress challenges and the role of Information and Communication Technology (ICT) support. Using a mixed-methods approach, the research examines how digital tools affect the timeliness and accuracy of HR tasks and how these tools influence employees' perceptions of ease of use, satisfaction, and overall user experience. The findings reveal a moderate level of techno-stress among employees, particularly in techno- overload, which significantly hampers HR process efficiency and user satisfaction. Despite the moderate availability of ICT support, its anticipated positive impact on efficiency and satisfaction was not confirmed, suggesting that support alone may be insufficient to address the complexities of digital transformation. This implies that while ICT support is important, it needs to be complemented with other strategies to fully address the challenges of digital transformation. Moreover, the study identifies key strategies to enhance user experience, including improving reporting and analytics features, integrating real-time communication tools, and enhancing user interface design. The research underscores the crucial role of a user-centered approach to digital tool development, enlightening us about the need for continuous feedback and iterative improvements based on actual user needs. Overall, this study contributes to understanding digital transformation in HR by highlighting the dual challenges of managing techno-stress and optimizing ICT support. It offers practical recommendations for organizations seeking to enhance their digital HR platforms' effectiveness and user satisfaction. The findings of this study have significant implications for HR professionals, organizational leaders, and digital tools planners, providing them with actionable insights to improve their digital HR processes and enhance employee satisfactionen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTEen
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/998
dc.language.isoeng
dc.subjectdigital culture
dc.subjectdigital recording
dc.subjectdigital technology
dc.subjectdigitalisation
dc.subjecteffects (results)
dc.subjectefficiency (properties)
dc.subjectemployees
dc.subjectinformation and communications technology
dc.subjectinformation technology
dc.subjectnew economy
dc.titleAdapting and implementing artificial intelligence into marketing strategies
dc.typeThesis

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