Wie gut akzeptieren Kunden KI im Marketing? Potenziale der Künstlichen Intelligenz und Vorbehalte von Konsumenten
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Wie gut akzeptieren Kunden KI im Marketing? Potenziale der Künstlichen Intelligenz und Vorbehalte von Konsumenten

Wie gut akzeptieren Kunden KI im Marketing? Potenziale der Künstlichen Intelligenz und Vorbehalte von Konsumenten


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About the Book

Bachelorarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Bochum, Sprache: Deutsch, Abstract: Sobald neue Technologien genutzt werden sollen, muss nach der Akzeptanz bei den potentiellen Anwendern gefragt werden. Ohne hinreichende Informationen zur Nützlichkeit und zum Schutz der Daten bei neuen Techniken ist die Akzeptanz beim Verbraucher nicht gewährleistet. Das ist ein grundlegendes Thema der vorliegenden Bachelorarbeit, die den Einsatz von Künstlicher Intelligenz (KI) an der Service-Schnittstelle im Marketing untersucht. Dabei soll insbesondere auf das Potential, das sie bietet, aber auch auf mögliche Unsicherheiten von Nutzern bei Kontakt mit KI eingegangen werden. Darüber hinaus ist zu betrachten, inwieweit Datenmissbrauch und Manipulation durch KI möglich ist. Zahlreiche Unternehmen setzen inzwischen in unterschiedlichen Bereichen auf KI-Technologien. Sie sollen dazu dienen, Prozesse zu automatisieren und Probleme zu lösen. Neben vielen Vorteilen darf man aber auch Probleme, die damit entstehen, nicht vernachlässigen. Hierzu gehören in erster Linie Verbraucherängste hinsichtlich der Nutzung privater Daten, deren Missbrauch durch Hacking oder Manipulation. Ziel dieser wissenschaftlichen Arbeit ist es, eine qualitative Analyse hinsichtlich der Akzeptanz von KI beim Konsumenten durchzuführen. Mit Hilfe einer Online-Umfrage werden Daten zu diesem Thema erhoben und ausgewertet. Zudem soll daraus im Folgenden ermittelt werden, welche Konsequenzen sich für Unternehmen aus den Antworten der Teilnehmenden ergeben können. Zur Erklärung der Technologie werden zunächst die Begriffe Big Data, Data Analytics, Data Mining sowie Machine Learning und Deep Learning mit Inhalt gefüllt. Es erfolgt eine Übersicht über verschiedene Modelle, mit deren Hilfe die Akzeptanz neuer Technologien bei Kunden getestet wird. Weiterhin erfolgt eine Betrachtung von Marketing-Algorithmen und deren Potential für Veränderungen in Entsc


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Product Details
  • ISBN-13: 9783346795854
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3346795853
  • Publisher Date: 08 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 190 gr


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Wie gut akzeptieren Kunden KI im Marketing? Potenziale der Künstlichen Intelligenz und Vorbehalte von Konsumenten
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