Η συναισθηματική νοημοσύνη στο ψηφιακό μάρκετινγκ & εφαρμογές τεχνητής νοημοσύνης

Αντωνιάδης, Καλλικράτης

Master Thesis

Author

Αντωνιάδης, Καλλικράτης

Date

2019-10-31

Abstract

In the present thesis, the subject of the study is the application of Emotional Intelligence (Ei) in Digital Marketing through applications of Artificial Intelligence (Ai). There will be extensive reference to specific case studies, as well as the findings from the advertising campaigns of Lacta chocolate products, in which the above techniques were used. Alongside, we will delve deeper into the general context of Advertising and how its message reaches consumers, through a strategy called ad campaign. The use of emotional intelligence in combination with artificial intelligence, constitute campaigns with unique and original content and this is the trend that seems to be forming in the field of Advertising in the coming years. In the present study, we will try to understand the impact, that the use of emotional intelligence has on the consumer, whether the brand is positively or negatively affected and what are the ways to optimize this kind of campaign. The main purpose of this study is to draw, as accurate as possible, conclusions on the use of emotional intelligence in advertising through new technological tools, as this type of campaign seems to have social implications, and especially in the case of Lacta’s promoting campaign, a Cannes festival-award-winning campaign.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/12378

Collections

Τμήμα Οικονομικής Επιστήμης

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