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Digital Marketing and E-Commerce in AI Era

Author

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  • Purcărea Ioan-Matei

    (Romanian American University, Romania)

Abstract

The main objective of this research is to analyze to what extent the e-commerce SMEs, by putting into action the knowledge capital, can leverage disruptive technologies like AI, including Gen AI. The secondary objective is to identify a solid foundation for the role of e-commerce E2E value chain in harmonizing technology and data so as to improve the customer experience (CX, based on a better understanding of the motivations of e-commerce business customers interested in adopting disruptive technologies like AI, including Gen AI), and increase the impact of an improved digital CX on e-commerce business profitability and sustainability. Research findings allowed the outline of perspectives by reducing the identified research gap, and to continue the traditional debate regarding the necessary improvement of the construction quality of a pyramid of solutions for valorization of disruptive technologies like AI by e-commerce SMEs.

Suggested Citation

  • Purcărea Ioan-Matei, 2024. "Digital Marketing and E-Commerce in AI Era," Valahian Journal of Economic Studies, Sciendo, vol. 15(2), pages 43-58.
    • Handle: RePEc:vrs:vaecst:v:15:y:2024:i:2:p:43-58:n:1004
    DOI: 10.2478/vjes-2024-0014
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    More about this item

    Keywords

    AI; Gen AI; E-Commerce E2E Value Chain; Digital Marketing; Connected Consumer;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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