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Künstliche Intelligenz Und Marketing: Anwendung in Der Anzeigenwerbung Zur Werbeeffektivität Und Akzeptanz by Philip Schäfer

Künstliche Intelligenz Und Marketing: Anwendung in Der Anzeigenwerbung Zur Werbeeffektivität Und Akzeptanz

by Philip Schäfer
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Book cover type: Paperback
  • ISBN13: 9783658437589
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 97
  • Original Price: EUR 60.74
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Bei der Werbeforschung in Bezug auf Anzeigenwerbung gibt es diverse Variablen, welche sich auf die Werbeeffektivität und Akzeptanz von Anzeigen auswirken und durch äu ere Umstände beeinflusst werden können. Dabei untersucht dieser Band den Einfluss des Erstellungsprozesses einer Anzeigenwerbung, wobei die Anzeigen zu High- und Low-Involvement-Produkten zum einen durch eine künstliche Intelligenz und zum andern durch einen Marketingexperten erstellt wurden, auf dessen Werbeeffektivität und Akzeptanz beim Rezipienten. Methodisch wird dabei in einem Within-subjects-Design ein Online-Experiment zur Erhebung der Werbeeffektivität durchgeführt. Ein Between-subjects-Design wurde angewandt, um die Akzeptanz der Anzeigenwerbung zu überprüfen. Die Stichprobe bestand aus insgesamt 104 Versuchsteilnehmenden, die das durchgeführte Experiment vollkommen beendet haben. Die gefundenen empirischen Ergebnisse gehen im Wesentlichen einher mit den bisherigen Forschungen zu diesen Themen.

Philip Schäfer untersuchte im Rahmen seiner Masterarbeit an der Hochschule für Medien, Kommunikation und Wirtschaft in Frankfurt am Main das Thema, wie sich die Werbeeffektivität und Akzeptanz von Anzeigenwerbung unterscheidet, welche zum einen durch eine künstliche Intelligenz und zum anderen durch einen Marketingexperten erstellt wurde. Dabei stellt seine Arbeit eine erste quantitative Studie zu diesem jungen Forschungsfeld dar und zeichnet sich zusätzlich durch die umfangreiche Literaturschau in diesem Fachgebiet aus.


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