Impact of Augmented Reality and Virtual Reality in the Transformation of Virtual Customer Relationship Management Sector

Malik, Hamid Raza; Nawaz, Naeem A.; Al-Zghoul, Musab Bassam

doi:10.1109/icetas51660.2020.9484306

Cited by 1 publication

(1 citation statement)

References 10 publications

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“…Furthermore, the research finding by Orus et al (2021) shows that marketing communication contents with high level of factual realism provided by AI-enabled VAR have a positive effect on perceptions of presence, ease of imagination and visual appeal and purchase decisions. However, the research finding by Malik et al (2020) indicate that many marketing applications associated to AI and VAR experience were established but no success rate was identified due to lack of familiarity with the critical attributes to the technology. AIM, therefore, presents an immense intervention for SMEs to understand their customers by addressing the complex consumer requirement through predictive marketing analytics, smarter and faster decision-making, contextual and personalized communication content generation and value co-creation with customers (Huang and Rust, 2018).…”

Section: Literature Reviewmentioning

confidence: 98%

The impact of artificial intelligence in marketing on the performance of business organizations: evidence from SMEs in an emerging economy

Abrokwah-Larbi

Awuku-Larbi²

2023

JEEE

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Purpose This study aims to empirically investigate the relationship between artificial intelligence (AI) in marketing (AIM) and business performance from the resource-based view (RBV) perspective. Design/methodology/approach A survey strategy was used in this study to collect data from 225 small and medium enterprises (SMEs) respondents who were on the registered list of the Ghana Enterprise Agency in the Eastern Region of Ghana. Structural equation modeling – path analysis was used to estimate the impact of AIM on the performance of SMEs. Findings The analyzed data shows that AIM has significant impact on the financial performance, customer performance, internal business process performance and learning and growth performance in the case of SMEs in Ghana. This study establishes the significance of AIM approach in achieving financial performance, customer performance, internal business process performance and learning and growth performance through the application of AIM determinants including, Internet of Things (IoT), collaborative decision-making systems (CDMS), virtual and augmented reality (VAR) and personalization. Research limitations/implications Aside the aforementioned significance of this research study, this study has limitations. The sample size of this research study can be expanded to include SME respondents in other geographical areas that were not considered in this study. Future research studies should concentrate on how AIM can analyze customer communications and information such as posts on social media to develop future communications that may enhance customer engagement. Practical implications The practical implications comprise of two key items. First, this research study encourages SME owners and managers to develop an AIM method as a fundamental strategic goal in their pursuit to improve SME performance. Second, SME owners and managers should increasingly implement the four determinants of AIM indicated in this research study (i.e., IOT, CDMS, VAR and personalization) to develop essential resources for effective application of AIM to improve their performance. Originality/value The results of this study provide a strong support to RBV theory and the proposition that AIM and its determinants (i.e., IOT, CDMS, VAR and personalization) should be recognized as an essential strategic resource for improving the performance (i.e., financial performance, customer performance, internal business process performance and learning and growth performance) of SMEs. This study also contributes to the current body of knowledge on AIM and management, particularly in the context of an emerging economy.

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Section: Literature Reviewmentioning

confidence: 98%