PRIMENA VEŠTAČKE INTELIGENCIJE U DIGITALNOM MARKETINGU ZA UNAPREĐENJE PERSONALIZACIJE KORISNIČKOG ISKUSTVA U ESPORTS INDUSTRIJI
DOI:
https://doi.org/10.46793/ManagSport17-2.119BKljučne reči:
digitalni marketing zasnovan na primeni veštačke inteligencije, personalizacija korisničkog iskustva, esport platforme, angažovanje korisnika, lojalnost korisnikaApstrakt
APSTRAKT
Ova studija analizira ulogu digitalnog marketinga zasnovanog na primeni veštačke inteligencije u personilizaciji korisničkog iskustva, kao i njegov uticaj na angažovanje i lojalnosti korisnika u industriji esporta. Ubrzani tehnološki razvoj I sve veća dostupnost digitalnih platformi značajno su doprineli rastu ovog tržišta. Dosadašnja istraživanja ukazuju na to da primena tehnologija vežtačke inteligencije omogućava hiperpersonalizaciju sadržaja, čime se unapređuje angažovanje i lojalnoost korisnika. Istraživanje je sprovedeno primenom kvantitativne metode, a podaci su prikupljeni anketnim upitnikom zatvorenog tipa na uzorku od 253 ispitanika iz Beograda. Dobijeni podaci analizirani su primenom statističkog softvera IBM SPSS Statistics kako bi se ispitala povezanost između stepena personalizacije korisničkog iskustva, angažovanja i lojalnosti korisnika i primene veštačke inteligencije u digitalnom marketingu. Rezultati istraživanja pokazuju da digitalni marketing zasnovan na primeni veštačke inteligencije omogućava visok stepen personalizacije korisničkog iskustva, što pozitivno utiče na angažovanje korisnika, povećava njihovu lojalnost i podstiče ponovno korišćenje esport platformi. Imajući u vidu ograničen broj istraživanja koja se bave primenom veštačke inteligencije u digitalnom marketingu u industriji esporta, ova studija doprinosi proširivanju postojećih naučnih saznanja i pruža smernice za unapređenje marketinških strategija. Dobijeni rezultati imaju praktični značaj za menadžere, stručnjake za marketing i dizajnere esport platformi.
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