Moral und künstliche Intelligenz im Marketing
Langue : allemand
Edité par Springer Gabler, 2024
- Livre broché
- Neuf

Vendeur : preigu, Osnabrück, Allemagnepreigu
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Ajouter au panierA propos de cet article
Moral und künstliche Intelligenz im Marketing | Robin Pade | Taschenbuch | Beiträge zur empirischen Marketing- und Vertriebsforschung | xvi | Deutsch | 2024 | Springer Gabler | EAN 9783658447922 | Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.
N° de réf. du vendeur 128967998
- Titre
- Moral und künstliche Intelligenz im Marketing
- Auteur
- Robin Pade
- Éditeur
- Springer Gabler
- Année de publication
- 2024
- État de l'article
- Neu
- Reliure
- Taschenbuch
- Langue
- allemand
- ISBN à 10 chiffres
- 3658447923
- ISBN à 13 chiffres
- 9783658447922
- Poids de l'article
- 276 grammes
- Dimensions
- 210 x 148 x 12 mm
- Catalogues du vendeur
- Bücher
Konsumentendaten lassen sich zunehmend effektiv mit künstlicher Intelligenz (KI) kombinieren, um die Online Journey kalkuliert zu beeinflussen. Dieses Buch befasst sich anhand dreier Forschungsarbeiten mit den Fragen wann Marketing-KI Konsumentenentscheidungen vielmehr manipuliert als bereichert und wie Marketing-KI infolgedessen moralischer gestaltet werden kann. Die erste Forschungsarbeit untersucht, inwieweit Manipulationswahrnehmungen vom Menschenbild des Konsumenten abhängen. Hierfür werden zwei Studien mit 1.151 Teilnehmern durchgeführt. Daran anknüpfend stellt sich die Frage, ob Manager Konsumentenbilder auf opportunistische Weise instrumentalisieren, um Marketingaktivitäten zu legitimieren. Die zweite Forschungsarbeit kombiniert daher Methoden der Ökonometrie und des Natural Language Processing, um Menschenbilder von Managern aus Textdaten (33.407 Earnings Call Transkripte) zu analysieren. Die dritte Forschungsarbeit möchte Marketing-KI moralischer gestalten. Hierfür werden neuronale Netze mithilfe psychografischer Daten von 762 Teilnehmern trainiert, um faire personalisierte Preise anzubieten und Reaktionen mittels Laborexperiment (203 Probanden) zu untersuchen.
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À propos de l’auteur
Robin Pade fertigte seine Dissertation bei der Marketing & Sales Research Group des Karlsruher Instituts für Technologie (KIT) neben seiner Tätigkeit als wissenschaftlicher Mitarbeiter an. Seine Forschungsschwerpunkte umfassen künstliche Intelligenz (KI), KI-Ethik und algorithmisches Pricing.
« A propos de ce titre » peut appartenir à une autre édition de cet ouvrage.
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Specimen - revocation form
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To preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, Email address: mail@preigu.de :
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I/we () herewith revoke the contract concluded by me/ us () regarding the purchase of the following products ()/
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