Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society & Engineering, Mälardalen University Authors: Belinda Sundqvist         Jerar Ohanisian                 Shaafi Osman Ali                        00/09/08                        97/09/03                               99/02/05 Title: Utilization & impact of AI in digital marketing Examinator: Magnus Linderström  Supervisor: Stylianos Papaioannou Keywords: Artificial intelligence (AI), Digital marketing, Search engine optimization (SEO), Customer relationship management (CRM), Gathered data, Ethics, Effectiveness, Regulation Research question: How do businesses utilize AI and how does it impact digital marketing? Purpose: The purpose of this study is to examine how organizations use artificial intelligence (AI) technology in their digital marketing, and how this affects their efforts to communicate digitally. This in conjunction with any repercussions regarding ethical and legal concerns, that may occur through the utilization of AI. Method: Qualitative method  Conclusion: AI tools, especially text generators like ChatGPT, are being widely used in digital marketing, especially by small to medium-sized enterprises (SMEs). Larger businesses consider ethical and legal aspects like GDPR in AI implementation. The utilization and choice of AI tools depend on a business's needs and resources. While AI helps improve margins, reduce costs, and enhance quality, it also includes challenges like potential skill gaps. Business size matters: large businesses can invest more but struggle with implementation, whereas SMEs adapt quicker and can achieve growth through AI. The study confirms AI's profitability in business, specifically in digital marketing.

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I slutet av år 2022 introducerades det nya AI-verktyget ChatGPT, en AI-modell som använder maskininlärning för att generera människoliknande svar i stor skala. ChatGPT:s snabba framväxt medför en ovisshet kring hur AI-verktyget kommer påverka praxis för digital marknadsföring. Denna studie utreder därför vilken roll ChatGPT kommer spela inom olika praxis för digital marknadsföring och ämnar därmed att utreda forskningsfrågan: Hur kommer ChatGPT att påverka praxis för digital marknadsföring? Den valda forskningsstrategin för denna studie är en kartläggning där ansikte-mot-ansikte kartläggning tillämpas. Detta stöds med hjälp av intervjuer som datainsamlingsmetod och vidare appliceras en tematisk analys för att analysera insamlad data. Fem marknadsföringsexperter intervjuades i denna studie och samtliga menade att ChatGPT på något vis påverkar praxis inom digital marknadsföring. Slutsatsen pekar därför mot att ChatGPT, trots dess nya upptäckt, redan börjat påverka processer inom praxis för digital marknadsföring och att det troligtvis i bredare utsträckning kommer fortsätta göra det på olika vis, genom att fortsätta inspirera, effektivisera och optimera. Vidare hade alla respondenter en positiv inställning till att se ChatGPT som ett komplement till dagens marknadsföringspraxis, dock en mer negativ inställning till att se det som ett substitut. / In late 2022, the new AI tool, ChatGPT, was introduced. It is an AI-model that uses machine learning to generate human-like responses on a large scale. The rapid rise of ChatGPT has resulted in a lack of sufficient knowledge about the effect that ChatGPT will have on digital marketing practices. Therefore, this study investigates the role of ChatGPT in different digital marketing practices and aims to address the research question: How will ChatGPT af ect digital marketing practices? The chosen research strategy for this study is a survey strategy, as well as the application of the face-to-face survey. This is supported by the data collection method interviews and then a thematic analysis is applied to analyse the collected data. Five marketing experts were interviewed in this thesis and all believed that ChatGPT will, and already has, in some way influenced digital marketing practices. The conclusion therefore points to the fact that ChatGPT, despite its recent discovery, has already begun to influence processes within the practice of digital marketing. Furthermore ChatGPT will most likely continue to enhance digital marketing in a variety of ways on a wider scale, through continuing to inspire as well as contribute with efficiency and optimisation. In addition, all respondents had a positive attitude towards seeing ChatGPT as a complement to current marketing practices, however a more negative attitude towards seeing it as a substitute.

Cette étude concerne les propriétés structurales, optiques et électriques des couches minces d'oxynitrure de silicium ( SiOxNy) élaborées par pulvérisarion cathodique radiofréquence d'une cible de silicium dans un plasma argon-oxygène-azote. La zone d'instabilité de ce procédé réactif a été précisée par spectroscopie d'émission optique et par le suivi de la pression totale et du potentiel d'autopolarisation. Les conditions adéquates d'élaboration qui ont été définies, ont permis de déposer des films dont la composition varie presque linéairement, entre celles du nitrure et de l'oxyde de silicium. Ces couches sont formées par un mélange de nanophases de type SiO2 et Si3N4 incorporées dans une phase de SiOxNy amorphe. Des liaisons pendantes ont aussi été détectées sur les atomes de silicium. Les dépôts présentent des propriétés optiques (indice de réfraction, gap optique) et des propriétés diélectriques très intéressantes et variables en fonction de leur composition et de leur structure

This diploma thesis concerns the analyses and design of the internet shop for GastronomikKV s.r.o. The internet trading is currently a high priority for the firms, and so applies to the firms in the area of the gastronomic appliances and services. The first part of the thesis deals with a theoretical background of the internet shops. The theory is followed by the analyses of the customers' requirements for the future internet shop of the firm and analyses of its competitors. Before the actual design part of the thesis, the proposed design is analyzed by WebML methodology. The main part of the thesis, the one regarding the design of the internet shop, is primarily focused on the use of internet marketing tools and implementation of the proper search-engine optimization, but also outlines the principles of usability and accessibility of websites. In conclusion, the thesis evaluates the design in terms of how it shall contribute to the increase the competitiveness of GastronomikKV s.r.o.

Made available in DSpace on 2016-04-29T14:23:48Z (GMT). No. of bitstreams: 1 Luciano Gonzaga Leme.pdf: 2147873 bytes, checksum: 2282265d0f8e50945a1107e7cd36096b (MD5) Previous issue date: 2009-04-27 / This work introduces an approach which main purpose is to ask and present possible ways so that the web site s content will be appropriately offered related to Semantic Web and Search Engines. To achieve this purpose many researches were made and used the author s experience in this area. Therefore many concepts and technologies were combined and used, such as: metadata, ontologies, semantic web services and search engine optimization. Metadata allow qualifying informations appropriately, ontologies are used to improve domain s analysis problem and to obtain software components with semantic descriptions, which may be reused in a great variety of applications. Semantic web services may be used as software components spread through the Internet to perform applications complex tasks. Starting asking what should be published in a web site, or even better, how should be a web site s content the work exposes knowledges and technologies to answer the question: how to offer appropriated content? After exposing the associated concepts and showing possible solutions a conclusion is achieved with questions and possible researches which will allow appropriated content sites development with Semantic Web and its possible positive collateral effects, granting improvement in both: knowledge utilization and available informations in the web / Esta dissertação apresenta uma abordagem que tem como objetivo principal questionar e apresentar possíveis caminhos para que o conteúdo de um web site seja apropriadamente oferecido em termos de Web Semântica e Mecanismos de Busca. Para alcançar esse objetivo foram efetuadas pesquisas e utilizada a experiência do autor. Desse modo foram combinados os conceitos e as tecnologias envolvidas em relação a metadados, ontologias, serviços web semânticos e otimização de mecanismos de busca. Os metadados permitem qualificar informações apropriadamente, as ontologias são empregadas para aprimorar a análise do domínio do problema e para obter componentes de software com descrições semânticas, os quais podem ser reutilizados numa grande variedade de aplicações. Os serviços web semânticos são utilizados como componentes de software distribuídos pela Internet e podem realizar tarefas complexas de aplicações. Partindo do questionamento do que publicar em um web site, ou melhor, como deve ser o conteúdo de um web site - foram expostos conhecimentos e tecnologias que delineiam a questão: como oferecer conteúdo apropriado? Após a exposição dos conceitos associados e da apresentação de possíveis soluções concluímos com questionamentos e indicativos de possíveis pesquisas que muito contribuirão ao desenvolvimento de sites com conteúdo apropriado com a Web Semântica e seus possíveis efeitos colaterais positivos, propiciando a melhor utilização do conhecimento e das informações disponibilizadas na web

本研究主要探討台灣上市櫃公司從事首次現金增資之決策受何種公司特徵所影響，並進一步探討進行其首次現金增資的宣告效果影響因素。 本研究針對1981年至2010年共30年期間於台灣上市上櫃之公司其首次現金增資之情形做為探討對象，採用Cox-proportional Hazard Regression檢定影響上市櫃公司進行首次現金增資時程之公司特徵。實證結果顯示，營收成長率越高、規模越大且獲利能力較差的公司會傾向越快進行首次現金增資。同時也針對上市櫃年度其市場情形加以探討，發現於市場處於熱市時上市櫃的公司傾向越快進行首次現金增資，顯示市場時機也會影響公司進行首次現金增資的決策。此外，對其首次現金增資之宣告效果進行迴歸分析同時以Heckman Two-Stage Model方法考慮樣本選擇偏誤之修正，結果發現規模越大的公司宣告效果越差而負債比率較大的公司宣告效果越佳。然而上市櫃後進行首次現金增資之時程與其增資宣告效果間則無顯著關係。 / This study examines how fast companies have their first seasonal equity offerings after their IPOs and further analyses the announcement effects of first SEOs. First, we adopt Cox-proportional Hazard Regression Model to see what firm characteristics make IPO firms decide to conduct first SEOs shortly after their IPOs. Using a sample of IPO firms in Taiwan from 1981 to 2010, we find firms that are larger, less profitable and higher growth potential would conduct their first SEOs faster. Also, market timing plays an important role for SEO decisions. Moreover, the announcement effect of their first SEOs shows that elapsed time to conduct first SEOs after IPOs has no influence on the cumulated abnormal returns. By correcting sampling bias, Heckman Two-Stage Model is adopted to reveal better explanation of the results.

Cette thèse a pour objet d’analyser l’impact du suivi par les analystes financiers lors de l’introduction en bourse sur la qualité du marché secondaire et sur la future vie boursière de l’entreprise. Dans cet objectif, trois études empiriques sont menées sur le marché français. La première apporte une nouvelle explication à la relation positive qui existe entre la sous-évaluation initiale et la liquidité sur le marché secondaire. Elle montre que cette relation positive se forme par le biais de la couverture des analystes financiers. En se basant sur la méthode de l’analyse de survie, notre deuxième étude révèle que le suivi par les analystes financiers a un impact positif sur la durée de vie boursière de l’entreprise. La troisième étude démontre que la couverture peut également influencer l’occurrence et la rapidité d’occurrence d’une émission secondaire. Il apparaît que les firmes les plus couvertes au moment de l’introduction sont celles qui retournent le plus rapidement au marché pour effectuer une émission secondaire garantie. Ces travaux soulignent l’importance du suivi par les analystes financiers des introductions en bourse. / This thesis aims to analyze the impact of IPO analyst coverage on the quality of the secondary market and on the future market life of the firm. For this purpose, three empirical studies are conducted on the French market. The first one provides a new explanation for the positive relation between initial underpricing and post-listing liquidity. We find that this positive relation is formed through analyst coverage. Our second study shows that analyst coverage has a significant positive impact on IPOs survival. The third study explores the linkage between analyst coverage and subsequent seasoned equity offerings. Our results indicate that analyst coverage is a significant predictor of subsequent SEO and that more covered firms are those that return more quickly for an insured offering. Our findings enlighten the importance of analyst coverage around IPOs.

The main objective of this thesis is to identify current tools of online marketing communication of South Bohemia region in the field of tourism and evaluate their performance and efficiency of use. A secondary objective is to design a strategy for online marketing communication of South Bohemia region as a tourist destination using the latest trends and technologies.

The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.