Master Thesis Online
What are the advantages and outcomes of ai-powered marketing content for the online customer experience?
Remacle, Lola 
Promotor(s) :
El Midaoui, Youssra
Date of defense : 18-Jun-2024/25-Jun-2024 • Permalink : http://hdl.handle.net/2268.2/20265
S183125 Lola Remacle.pdfDetails
| Title : | What are the advantages and outcomes of ai-powered marketing content for the online customer experience? |
| Translated title : | [fr] Quels sont les avantages et conséquences du contenu marketing généré par l'IA pour l'expérience du consommateur en ligne? |
| Author : | Remacle, Lola
|
| Date of defense : | 18-Jun-2024/25-Jun-2024 |
| Advisor(s) : | El Midaoui, Youssra
|
| Committee's member(s) : | Standaert, Willem
|
| Language : | English |
| Number of pages : | 75 |
| Keywords : | [en] AI-generated content, Online customer experience |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Researchers Professionals of domain Student General public |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] This study examines the impact of AI-generated marketing content on online customer experience, trust, perceived usefulness, satisfaction, and buying intention. Using a quantitative approach with an online survey of participants aged 18 to 55, the study finds that AI-generated content generally enhances trust, perceived usefulness, and customer satisfaction, leading to increased purchase intentions. It also identifies mixed emotional responses to such content, influencing customer behavior. The research contributes to understanding AI's role in digital marketing, particularly in enhancing customer experience and brand loyalty.
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