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The Consumer Behavior Impact Of Data Capture Through Artificial Intelligence, Sally Emory Hiott
The Consumer Behavior Impact Of Data Capture Through Artificial Intelligence, Sally Emory Hiott
Doctor of Business Administration Dissertations
Artificial intelligence is changing the way consumers search for information and purchase items and, thus, how people behave across generations. Due to the nature of this cutting-edge technology, organizations are investigating how much to wisely invest, but the artificial intelligence offerings are outpacing the research. Academic scholars and marketing professionals have issued timely prompts for additional studies to supplement the existing literature, which is limited. This research provides insights into privacy concerns surrounding the data collection of artificial intelligence and whether people feel exploited or served by it. Across two articles, surveys were deployed and collected to provide quantitative data …
Are Generational Attitudes Toward Digital Marketing Technology Exhibited In Automobile Purchase Behaviors?, Scott Whitaker
Are Generational Attitudes Toward Digital Marketing Technology Exhibited In Automobile Purchase Behaviors?, Scott Whitaker
Doctor of Business Administration Dissertations
This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer …