Preferences of MSME actors in Digital Marketing using AI-engine

Puspa Eosina; Popy Novita Pasaribu; Asti Marlina; Erry Nugroho Himawan; Ai Komariyah; Haura Kemora

doi:10.2991/978-2-38476-299-6_17

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Preferences of MSME actors in Digital Marketing using AI-engine

Authors

Puspa Eosina¹^{, *}, Popy Novita Pasaribu¹, Asti Marlina¹, Erry Nugroho Himawan¹, Ai Komariyah¹, Haura Kemora²

¹Universitas Ibn Khaldun Bogor, Bogor, Indonesia

²Ibn Haldun University, Başakşehir, Turkey

^*Corresponding author.

Corresponding Author

Puspa Eosina

Available Online 5 November 2024.

DOI: 10.2991/978-2-38476-299-6_17 How to use a DOI?
Keywords: AI-engine; Digital marketing; Preferences
Abstract: Preferences are dispositional states that can explain why a person chooses one option over another. They play an important role in interpreting and predicting individual behaviour, as well as guiding social interactions and forming relationships based on preference similarities. In research, preferences are relevant in a variety of contexts, including social science, public policy and marketing. Understanding consumer preferences allows businesses to tailor products to better meet market needs. Advances in technology and machine learning algorithms allow for in-depth and large-scale analysis of preferences, facilitating the personalisation of the user experience. Preference-focused research helps create a more personalised user experience, which is increasingly important in the digital marketing age where personalisation is key to attracting and retaining customers. This research aims to help MSMEs design effective advertisements based on marketers’ preferences by using artificial intelligence technologies such as OpenAI ChatGPT and DALL–E.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2nd Ibn Khaldun International Conference on Applied and Social Sciences (IICASS 2024)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 5 November 2024
ISBN: 978-2-38476-299
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-299-6_17 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Puspa Eosina
AU  - Popy Novita Pasaribu
AU  - Asti Marlina
AU  - Erry Nugroho Himawan
AU  - Ai Komariyah
AU  - Haura Kemora
PY  - 2024
DA  - 2024/11/05
TI  - Preferences of MSME actors in Digital Marketing using AI-engine
BT  - Proceedings of the 2nd Ibn Khaldun International Conference on Applied and Social Sciences (IICASS 2024)
PB  - Atlantis Press
SP  - 227
EP  - 234
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-299-6_17
DO  - 10.2991/978-2-38476-299-6_17
ID  - Eosina2024
ER  -

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