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- Title
Artificial Intelligence as a Catalyst in Digital Marketing: Enhancing Profitability and Market Potential.
- Authors
Shanmugam, Gowri; Rajendran, Deepa; Thanarajan, Tamilvizhi; Murugaraj, Sadish Sendil; Rajendran, Surendran
- Abstract
In the era of digital ascendancy and economic integration, electronic business (e-business) within the tourism sector has emerged as a pivotal element in the transformation of market structures and the genesis of novel commercial paradigms. This study aims to evaluate the progression of e-business amidst the digitalization surge. The central inquiry addresses the requisite attributes of a contemporary information system for e-business evaluation. To fulfill this aim, the formulation of a precise model is necessitated, one that capacitates the appraisal of factors influencing e-business evolution and delineates opportunities for advancement. The focus of this investigation encompasses the contemporary information and technical systems underpinning e-business. It has been demonstrated through passive analysis that the technical status of an electronic storefront, as a principal intangible asset, can exert influence on cash flow generation. Notably, the transition from site visitor to purchaser is not guaranteed, despite the influx of traffic through acquisition or organic means. Critical attributes for model construction have been identified, advocating for the adoption of an integrative metric - the integral coefficient of site technical condition, which directly correlates with the visitor-to-buyer conversion rate. A novel assessment methodology has been devised, enabling the quantification of internal factors' impact on ebusiness cash flows. This method facilitates the examination of an enterprise's technical features and the identification of deficiencies that preclude the realization of potential sales volumes, as gauged by the integral coefficient of site technicality. The principal contribution of this paper is articulated through the proposition of an innovative information model as an estimation approach.
- Subjects
ARTIFICIAL intelligence; INTERNET marketing; MARKET potential; ELECTRONIC commerce; DIGITAL technology
- Publication
Ingénierie des Systèmes d'Information, 2023, Vol 28, Issue 6, p1627
- ISSN
1633-1311
- Publication type
Article
- DOI
10.18280/isi.280620