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The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerging Trend?

Author

Listed:
  • Iasmina-Iulia Gradinescu

    (The Bucharest University of Economic Studies)

  • Elena Bostanica

    (The Bucharest University of Economic Studies)

  • Mihai Orzan

    (The Bucharest University of Economic Studies)

Abstract

This paper examines the impact of new technologies on the marketing field and focuses on the challenges of adopting artificial intelligence (AI)-generated influencers in marketing strategies. More exactly, it aims to explore, through the eyes of marketing professionals, the readiness of the Romanian market when it comes to this emerging trend and its ability to leverage the advantages offered by AI influencers in promoting products and services. An in-depth review of literature and relevant industry data reveals the potential benefits and challenges associated with the use of AI influencers in marketing strategies. In addition, the results of the research provide a key insight of the current use of AI influencers in marketing strategies in the Romanian market. These findings can be beneficial for companies and marketing professionals to make informed decisions with respect to integrating AI influencers into their marketing strategies.

Suggested Citation

  • Iasmina-Iulia Gradinescu & Elena Bostanica & Mihai Orzan, 2023. "The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerg," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 617-620, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:617-620
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    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2023-i1/Section%204/10.pdf
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    References listed on IDEAS

    as
    1. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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    More about this item

    Keywords

    AI influencers; new technologies; marketing strategy; social media; consumer behaviour;
    All these keywords.

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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