Investigating the Impact of AI-powered Personalization on Brand Awareness in B2B E-commerce

被引：0
|
作者：
Khoshtaria, Tornike [1 ]
Matin, Arian [2 ]
Abrakhamia, Gigi [3 ]
Khuskivadze, Mamuka [4 ]
机构：
[1] Univ Geomed, Fac Healthcare Econ & Management, Dept Mkt, Tbilisi 0171, Georgia
[2] Int Black Sea Univ, Sch Business, Dept Mkt, Tbilisi, Georgia
[3] Int Black Sea Univ, Sch Business, Tbilisi, Georgia
[4] Ivane Javakhishvili Tbilisi State Univ, Dept Econ, Tbilisi, Georgia
来源：
FIIB BUSINESS REVIEW | 2025年
关键词：
B2B; big data; machine learning; AI platforms; brand awareness; VALUE CO-CREATION; SERVICE-DOMINANT LOGIC; ARTIFICIAL-INTELLIGENCE; CUSTOMER VALUE; RECOMMENDATION ALGORITHMS; REVOLUTION; COCREATION; MODEL;
D O I：
10.1177/23197145241306831
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study explores how AI-powered personalization enhances brand awareness in the B2B e-commerce sector. Through a quantitative approach, the research examines six dimensions of AI personalization, testing seven hypotheses with data from 371 B2B clients in the retail and agricultural sectors. Structural equation modelling using SPSS 25 and AMOS reveals that AI-driven factors such as customer service, information and recommendation, machine learning, information and satisfaction quality significantly boost brand awareness. We have conducted analysis of demographics, exploratory factor analysis (EFA) for reliability test and validity assessment, confirmatory factor analysis (CFA) and structural equation modelling (SEM) for testing the hypothesis, SPSS 25 and AMOS were used for the analysis. However, privacy, interaction and accessibility, as well as the mediational effect of value co-creation, show no notable impact. This study provides fresh insights into AI's role in B2B branding, offering a valuable framework for professionals looking to integrate AI into their marketing strategies to bolster brand awareness.
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页数：17
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