Sökning: "Frida Bergquist Olsson"

Hittade 1 uppsats innehållade orden Frida Bergquist Olsson.

  1. 1. Co-creators or puppets? : a study on AI-marketing’s role in consumers’ value co-creation

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Frida Bergquist Olsson; Hanna Dahl; [2021]
    Nyckelord :Digital marketing; AI Marketing; AI-based decision aids; Service-Dominant Logic; Value co-creation; Value co-destruction; Consumer value;

    Sammanfattning : In recent years, AI has received increased attention in the field of marketing and is believed to grow even more in the future. It seems that the use of AI in marketing has a significant impact on consumer value creation. LÄS MER