Co-creators or puppets? : a study on AI-marketing’s role in consumers’ value co-creation

Co-creators or puppets? : a study on AI-marketing’s role in consumers’ value co-creation

In recent years, AI has received increased attention in the field of marketing and is believed to grow even more in the future. It seems that the use of AI in marketing has a significant impact on consumer value creation. The purpose of this thesis is to explore how consumers experience the role of...

Full description

Bibliographic Details
Main Authors: Bergquist Olsson, Frida, Dahl, Hanna
Format: Others
Language:English
Published: Högskolan Kristianstad, Fakulteten för ekonomi 2021
Subjects:
Digital marketing
AI Marketing
AI-based decision aids
Service-Dominant Logic
Value co-creation
Value co-destruction
Consumer value
Business Administration
Företagsekonomi
Social Sciences
Samhällsvetenskap
Economics and Business
Ekonomi och näringsliv
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22155

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22155

Similar Items