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on Marketing |
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Issue of 2026–10–05
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Vujinović, Sofija; Lazarević, Marija |
| Abstract: | The rapid development and application of artificial intelligence (AI) are transforming marketing practices and altering the way companies engage with customers. The changes are multifaceted and are reflected in improved message personalization, optimization of communication channels, detailed data analysis, and enhanced customer experience. The aim of this research is to analyze the role and significance of AI in contemporary marketing communications, with a special focus on how it transforms the approach, form, and effectiveness of communication between companies and consumers. The paper is based on a literature review and reports, with a particular focus on the latest research on the application of AI in marketing. Sources were selected based on relevance and timeliness, and the analysis was conducted through systematization and interpretation of key trends. The findings are discussed in the context of the existing literature and practical implications for the use of artificial intelligence in marketing. The findings suggest that AI in marketing is not only a technical tool but also a strategic resource for sustainable competitiveness and digital transformation acceleration, with its adoption in organizations continuously increasing. This reveals the need for further research and careful application of AI tools in business practice, as well as the alignment of educational and development policy to meet the needs of the digital economy. |
| Keywords: | artificial Intelligence, marketing communications, digital marketing, personalization, market segmentation |
| JEL: | M31 M39 O33 |
| Date: | 2025 |
| URL: | https://d.repec.org/n?u=RePEc:zbw:esconf:343411 |
| By: | Mahmić Muhić, Nermana; Šakić, Šeherzada |
| Abstract: | The rapid development of information and communication technologies has greatly influenced the increase in the popularity of mobile applications in all spheres of life and business. The ease of installation and use of mobile applications has contributed to their widespread use among users - they are available to users in just a few clicks. More than half of mobile application users use online reviews when searching for information and evaluating alternatives in the process of making a purchase decision. It is evident that online reviews and user evaluations have become an important source of information for modern users. The described trends motivate us to examine the role of online reviews in making a Decision to install mobile applications for purchase by users in Bosnia and Herzegovina, which is also the main goal of this paper. The research was conducted on a sample of 268 mobile application users from Bosnia and Herzegovina. It was observed whether the role of online reviews in evaluating the application and trust in the review itself shape the Decision to install mobile applications for purchase. The research findings contribute to a better understanding of user behavior in the digital environment and indicate the importance of online reviews. |
| Keywords: | online review, mobile application, consumer behavior, OLS regression |
| JEL: | M37 C4 |
| Date: | 2025 |
| URL: | https://d.repec.org/n?u=RePEc:zbw:esconf:343416 |