Publication
Increasing customer engagement in digital marketing campaigns in a time of AI
| dc.contributor.author | Dudzinskaite, Urte | |
| dc.contributor.author | Correia, Ricardo | |
| dc.contributor.author | Venciute, Dominyka | |
| dc.contributor.author | Fontes, Ruta | |
| dc.date.accessioned | 2024-07-23T15:25:22Z | |
| dc.date.available | 2024-07-23T15:25:22Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | The study aims to analyze how customer engagement can be increased in digital marketing campaigns to improve connections with customers. To achieve this aim, empirical research was conducted to get valuable insights into factors that contribute the most to increasing engagement in digital marketing campaigns. The study employed a qualitative research method, and 10 semi-structured interviews were conducted with potential digital marketing campaigns customers dividing them into two age groups of A20-30 and A40-50. The research showed that engagement tactics enhance the performance of digital marketing campaigns and substantially influence users’ willingness to interact with digital ads actively. Relevance, clear message, aesthetic design, personalized content, and informativeness have the greatest impact on shaping user behavior and starting active engagement. Taking research results into consideration, managerial recommendations were provided using the RACE framework regarding each phase of the engagement: plan, reach, act, convert, and engage. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Dudzinskaite, Urte; Correia, Ricardo; Venciute, Dominyka; Fontes, Ruta. (2024) Increasing customer engagement in digital marketing campaigns in a time of AI. In AI Innovation in Services Marketing. IGI Global. p. 40-80. ISBN 979-8-3693-2153-9 | pt_PT |
| dc.identifier.doi | 10.4018/979-8-3693-2153-9.ch003 | pt_PT |
| dc.identifier.isbn | 979-8-3693-2153-9 | |
| dc.identifier.uri | http://hdl.handle.net/10198/30072 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | IGI Global | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by-sa/4.0/ | pt_PT |
| dc.subject | Customer engagement | pt_PT |
| dc.subject | Digital marketing | pt_PT |
| dc.subject | RACE framework | pt_PT |
| dc.title | Increasing customer engagement in digital marketing campaigns in a time of AI | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 80 | pt_PT |
| oaire.citation.startPage | 48 | pt_PT |
| person.familyName | Correia | |
| person.givenName | Ricardo | |
| person.identifier | 2752542 | |
| person.identifier.ciencia-id | 8C10-37EE-796D | |
| person.identifier.orcid | 0000-0002-0132-4002 | |
| person.identifier.scopus-author-id | 37085131800 | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | article | pt_PT |
| relation.isAuthorOfPublication | 99a2c38b-f63f-444f-809e-e3a9f73e732f | |
| relation.isAuthorOfPublication.latestForDiscovery | 99a2c38b-f63f-444f-809e-e3a9f73e732f |