Title Artificial intelligence-based sales promotion solutions and their impact on consumer behaviour /
Translation of Title Dirbtiniu intelektu pagrįsti pardavimo skatinimo sprendimai ir jų poveikis vartotojų elgesiui.
Authors Abir, Arham Hossen
Full Text Download
Pages 67
Keywords [eng] Artificial Intelligence (AI) in Marketing, Sales Promotion Strategies, Consumer Behavior, Personalization and Trust, Dynamic Pricing, Dirbtinis intelektas (DI) marketinge, Pardavimo skatinimo strategijos, Vartotojų elgsena, Personalizavimas ir pasitikėjimas, Dinaminė kainodara
Abstract [eng] The thesis focuses on dynamic pricing, personalization, and optimized promotion frequency strategies with regards to their effects on consumer trust, their willingness to purchase and their propensity to purchase. Here it is only necessary to signal the increasing importance of AI for Marketing and Sales, noting its possibilities in the personalization of advertisement and promotions, increase of effectiveness and meeting consumer’s demand. The research seeks to evaluate the efficiency of artificial sales promotion solutions and the consequences for businesses and purchasers using the Stimulus-Organism-Response (SOR) model. The methodology used In the current study is somewhat quantitative in nature and applies quantitative instruments for data gathering and analysis in terms of regression and correlation experiments to enhance the test of relationships among the independent variables (use of AI in sales promotions, personalization and promotion frequency), antecedent variables (consumer trust, cognitive process, and psychological state) and the dependent variables (purchase intention, and actual behaviour). The findings reveal that both personalization and Likelihood to Buy have a positive direct relationship while proving that promotion frequency is neutral where appropriate frequency leads to viewers’ enduring positive effect. The study shows that dynamic pricing affects perception and trust of consumers but nutrients transparency to effectively work. The conclusion then points out that personalisation as well as the incorporation of ethical aspects in AI should be included in the marketing approaches in order to achieve the optimal consumers’ attention. The relevance of the research provide guidelines for the strategic planning of AI-driven marketing.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2025