Evaluating the efficacy and ethics of hybrid prospective and latent markets in the digital age: an empirical study
Document Type : Scientific research
Author
Assistant Professor, Department of Management, Islamic Azad University, Tabriz, Iran
Abstract
In the rapidly evolving realm of digital marketing, integrating potential and latent marketing strategies presents both opportunities and challenges. This empirical study used a mixed-methods approach, which included both qualitative interviews and quantitative surveys to measure the effectiveness and ethical implications of combining these strategies in the digital age. The findings of this research, based on a sample of marketing professionals and consumers in Iran, showed that although such integration can increase interaction and personalization, it also creates concerns related to transparency and trust. Furthermore, the potential role of artificial intelligence in modifying these strategies emerged as a noteworthy point alongside the important issues of consumer psychology and the long-term sustainability of these tactics. In the present study, we emphasize the need for ethical guidelines and further exploration of the potential of artificial intelligence in shaping the future of marketing, and we try to identify these needs. . . .
Keywords
Subjects
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Volume 1, Issue 1 - Serial Number 1
Summer 2023Pages 117-137
- Receive Date 31 August 2023
- Revise Date 02 September 2023
- Accept Date 06 September 2023