Digital transformation of small.scale enterprises: leveraging AI-powered customer insights for enhanced social media marketing
Ampadu, Vera (A.A. 2023/2024) Digital transformation of small.scale enterprises: leveraging AI-powered customer insights for enhanced social media marketing. Tesi di Laurea in Creative industries and business model innovation, Luiss Guido Carli, relatore Luigi Nasta, pp. 86. [Master's Degree Thesis]
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Abstract/Index
Context of the study. Background of the study. Research problems. Significance of the study. Research questions. Literature review. Digital transformation in the context of SSEs. Social media marketing (SMM) in SSEs. Artificial intelligence (AI) in SMM and business applications. Methodology. Research design and approach. Sample selection and recruitment. Data collection procedures. Data analysis. Reliability and validity. Ethical considerations. Empirical analysis and findings. Potential concerns with digital transformation for SSEs. Challenges SSEs face in adopting AI-powered customer insights into SMM. Long-term impacts of ai-powered customer insights on SSE success. Ethical considerations associated with AI-powered customer insights in SMM. The role of training and development in utilizing AI-powered customer insights for SMM. Discussion.
References
Bibliografia: pp. 67-77.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Creative industries and business model innovation |
| Thesis Supervisor: | Nasta, Luigi |
| Thesis Co-Supervisor: | Mazzù, Marco Francesco |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jan 2025 16:25 |
| Last Modified: | 09 Jan 2025 16:25 |
| URI: | https://tesi.luiss.it/id/eprint/40885 |
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