IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024i4p1288-1300.html
   My bibliography  Save this article

The Determinants of Harnessing AI in Shaping Company’s Image

Author

Listed:
  • Lukasz Wojtowicz
  • Katarzyna Kalinowska
  • Adam Weinert

Abstract

Purpose: The article explores the role of Artificial Intelligence (AI) in shaping a company's image. The research hypothesis states: Artificial intelligence is a significant factor influencing the perception of a company's image in contemporary economic reality. Design/Methodology/Approach: A detailed literature review was contained in the theoretical section. In the empirical part a survey was conducted among 160 enterprises to identify factors influencing company image and assess the impact of AI technologies. In this section were used the exploratory factor analysis, which serves to identify key factors and explicate correlations among variables, to verify the research hypothesis. The number of factors was indicated by means of Cattel’s method and Kaiser criterion. Findings: The research confirms the hypothesis that AI is a significant factor influencing a company's image in today's economic reality. The analysis of 20 variables revealed that most companies perceive AI as beneficial for various aspects of their operations, with applications like monitoring online reviews, detecting social trends, and user recommendation analysis receiving high ratings for enhancing brand reputation. Factor analysis identified four key determinants impacting a company's image through AI: Automation/Optimization, Strategic Analysis, Content Management, CSR (Corporate Social Responsibility). Practical Implications: The results are applicable to the work of both scientists and practitioners. Businesses should leverage AI technologies to automate and optimize processes, strategic analysis and support CSR initiatives. Implementing AI can enhance brand reputation, customer satisfaction, and long-term growth. Originality/Value: This study contributes to the understanding of how AI can be used to achieve sustainable organizational growth while simultaneously shaping a positive company image. Moreover the identification of four key determinants through factor analysis provides valuable insights for businesses seeking to strategically integrate AI into their operations.

Suggested Citation

  • Lukasz Wojtowicz & Katarzyna Kalinowska & Adam Weinert, 2024. "The Determinants of Harnessing AI in Shaping Company’s Image," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1288-1300.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:4:p:1288-1300
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3570/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mekhail Mustak & Joni Salminen & Loïc Plé & Jochen Wirtz, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Post-Print hal-03269994, HAL.
    2. Krystyna Jarek & Grzegorz Mazurek, 2019. "Marketing and Artificial Intelligence," Central European Business Review, Prague University of Economics and Business, vol. 2019(2), pages 46-55.
    3. Mustak, Mekhail & Salminen, Joni & Plé, Loïc & Wirtz, Jochen, 2021. "Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 389-404.
    4. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
    5. Broekhuizen, Thijs & Dekker, Henri & de Faria, Pedro & Firk, Sebastian & Nguyen, Dinh Khoi & Sofka, Wolfgang, 2023. "AI for managing open innovation: Opportunities, challenges, and a research agenda," Journal of Business Research, Elsevier, vol. 167(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
    2. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    3. Broekhuizen, Thijs & Dekker, Henri & de Faria, Pedro & Firk, Sebastian & Nguyen, Dinh Khoi & Sofka, Wolfgang, 2023. "AI for managing open innovation: Opportunities, challenges, and a research agenda," Journal of Business Research, Elsevier, vol. 167(C).
    4. Hoffmann, Stefan & Lasarov, Wassili & Dwivedi, Yogesh K., 2024. "AI-empowered scale development: Testing the potential of ChatGPT," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    5. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    6. O. C. Ferrell & Dana E. Harrison & Linda K. Ferrell & Haya Ajjan & Bryan W. Hochstein, 2024. "A theoretical framework to guide AI ethical decision making," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 53-67, June.
    7. Nur Areena Aqilah Mohd Sapri & Asma Nadia Zanol Rashid & Wan Ainol Mursyida Ahmad Tarmizi, 2024. "Leveraging AI for Effective Content Marketing in Libraries: Maximizing User Engagement," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3510-3521, September.
    8. Hermann, Erik & Puntoni, Stefano, 2024. "Artificial intelligence and consumer behavior: From predictive to generative AI," Journal of Business Research, Elsevier, vol. 180(C).
    9. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    10. Erik Karger & Marvin Jagals & Frederik Ahlemann, 2021. "Blockchain for Smart Mobility—Literature Review and Future Research Agenda," Sustainability, MDPI, vol. 13(23), pages 1-32, November.
    11. Reyes-Menendez, Ana & Clemente-Mediavilla, Jorge & Villagra, Nuria, 2023. "Understanding STI and SDG with artificial intelligence: A review and research agenda for entrepreneurial action," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    12. Raniah Alsahafi & Ahmed Alzahrani & Rashid Mehmood, 2023. "Smarter Sustainable Tourism: Data-Driven Multi-Perspective Parameter Discovery for Autonomous Design and Operations," Sustainability, MDPI, vol. 15(5), pages 1-64, February.
    13. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
    14. Alexander Brem & Petra A. Nylund & Saeed Roshani, 2024. "Unpacking the complexities of crisis innovation: a comprehensive review of ecosystem-level responses to exogenous shocks," Review of Managerial Science, Springer, vol. 18(8), pages 2441-2464, August.
    15. Henrika Langen & Martin Huber, 2022. "How causal machine learning can leverage marketing strategies: Assessing and improving the performance of a coupon campaign," Papers 2204.10820, arXiv.org, revised Jun 2022.
    16. Seyed Mohammad Ali Jafari & Ehsan Chitsaz, 2024. "Nasdaq-100 Companies' Hiring Insights: A Topic-based Classification Approach to the Labor Market," Papers 2409.00658, arXiv.org.
    17. Mahmud, Hasan & Islam, A.K.M. Najmul & Mitra, Ranjan Kumar, 2023. "What drives managers towards algorithm aversion and how to overcome it? Mitigating the impact of innovation resistance through technology readiness," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    18. Wondwesen Tafesse & Bronwyn Wood, 2024. "Hey ChatGPT: an examination of ChatGPT prompts in marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 790-805, December.
    19. Soheila Khajoui & Saeid Dehyadegari & Sayyed Abdolmajid Jalaee, 2024. "Forecasting Imports in OECD Member Countries and Iran by Using Neural Network Algorithms of LSTM," Papers 2402.01648, arXiv.org.
    20. Ahmed Gamal ElKattan & Diana Gavilan & Mohamed Hamed Elsharnouby & Amira Fouad Ahmed Mahran, 2024. "Mapping sharing economy themes: science mapping, topic modeling, and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 843-864, December.

    More about this item

    Keywords

    AI; CSR; innovations; management.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:4:p:1288-1300. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.