The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024
The adoption of artificial intelligence (AI) is revolutionizing digital marketing in companies by enabling precise personalization, efficient automation, and deep data analysis in digital marketing strategies. These AI functions in the digital marketing of organizations lead to improving the efficie...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Formato: | Artículo de revista |
| Lenguaje: | español |
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Universidad Peruana Unión
2024
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| _version_ | 1881695126292529152 |
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| author | Segura Montañez, Leonardo Jhonny Mamani Perez, Jazmin Leonela Malca Gonzalez, Michael Rodrigo Bejarano Auqui, Jesús Fernando |
| author_browse | Bejarano Auqui, Jesús Fernando Malca Gonzalez, Michael Rodrigo Mamani Perez, Jazmin Leonela Segura Montañez, Leonardo Jhonny |
| author_facet | Segura Montañez, Leonardo Jhonny Mamani Perez, Jazmin Leonela Malca Gonzalez, Michael Rodrigo Bejarano Auqui, Jesús Fernando |
| author_sort | Segura Montañez, Leonardo Jhonny |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | The adoption of artificial intelligence (AI) is revolutionizing digital marketing in companies by enabling precise personalization, efficient automation, and deep data analysis in digital marketing strategies. These AI functions in the digital marketing of organizations lead to improving the efficiency of their operations, offering a better customer satisfaction experience and competitiveness in the business market. This research aims to analyze the effect that AI generates in the digital marketing of MSMEs in Los Olivos, Lima 2024. The research methodology in this work corresponds to a type of literature review study. The population under study belongs to the searches carried out in the different sources of information consulted such as Sciencedirect, Scopus and Google Academic whose visits have been 298 references, considering the following selection criteria: open access, that they are articles published in the last 10 years, that correspond to the thematic area of business, management and accounting for the purposes of review articles, empirical and books. Of which we are using a sample of 58 articles for study purposes. The conceptual result of this work is that AI significantly improves digital marketing in the MSMEs of Los Olivos, optimizing customer segmentation, automating processes and increasing the effectiveness of campaigns. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/2101 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/21012024-12-11T14:39:49Z The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 Efecto de la inteligencia artificial en el marketing digital en las MYPEs de los Olivos, Lima 2024 Segura Montañez, Leonardo Jhonny Mamani Perez, Jazmin Leonela Malca Gonzalez, Michael Rodrigo Bejarano Auqui, Jesús Fernando IA Marketing digital Estrategias de marketing digital Satisfacción del cliente Competitividad en el mercado AI Digital marketing Digital marketing strategies Customer satisfaction Market competitiveness The adoption of artificial intelligence (AI) is revolutionizing digital marketing in companies by enabling precise personalization, efficient automation, and deep data analysis in digital marketing strategies. These AI functions in the digital marketing of organizations lead to improving the efficiency of their operations, offering a better customer satisfaction experience and competitiveness in the business market. This research aims to analyze the effect that AI generates in the digital marketing of MSMEs in Los Olivos, Lima 2024. The research methodology in this work corresponds to a type of literature review study. The population under study belongs to the searches carried out in the different sources of information consulted such as Sciencedirect, Scopus and Google Academic whose visits have been 298 references, considering the following selection criteria: open access, that they are articles published in the last 10 years, that correspond to the thematic area of business, management and accounting for the purposes of review articles, empirical and books. Of which we are using a sample of 58 articles for study purposes. The conceptual result of this work is that AI significantly improves digital marketing in the MSMEs of Los Olivos, optimizing customer segmentation, automating processes and increasing the effectiveness of campaigns. La adopción de la inteligencia artificial (IA) está revolucionando el marketing digital en las empresas al permitir una personalización precisa, una automatización eficiente y un análisis de datos profundo en las estrategias de marketing digital. Estas funciones de la IA en el marketing digital de las organizaciones conllevan a mejorar la eficiencia de sus operaciones, ofreciendo una mejor experiencia de satisfacción al cliente y una competitividad en el mercado empresarial. Esta investigación tiene como objetivo analizar cuál es el efecto que genera la IA en el marketing digital de las MYPEs de Los Olivos, Lima 2024. La metodología de la investigación en este trabajo corresponde a un tipo de estudio de revisión de literatura. La población objeto de estudio pertenece a las búsquedas realizadas en las diferentes fuentes de información consultadas como Sciencedirect, Scopus y Google Academic cuyas visitas han sido 298 referencias, considerando los siguientes criterios de selección: acceso abierto, que sean artículos publicados en los últimos 10 años, que correspondan al área temática de negocios, gestión y contabilidad a fines de artículos de revisión, empíricos y libros. De las cuales estamos usando una muestra de 58 artículos para fines de estudio. El resultado conceptual de este trabajo es que la IA mejora significativamente el marketing digital en las MYPEs de Los Olivos, optimizando la segmentación de clientes, automatizando procesos y aumentando la eficacia de las campañas. Universidad Peruana Unión 2024-12-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/2101 10.17162/riva.v11i1.2101 Revista de Investigación Valor Agregado; Vol. 11 Núm. 1 (2024): Revista de Investigación Valor Agregado; 89 - 102 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/2101/2166 https://riva.upeu.edu.pe/index.php/ri_va/article/view/2101/2175 Derechos de autor 2024 Leonardo Jhonny Segura Montañez, Jazmin Leonela Mamani Perez, Michael Rodrigo Malca Gonzalez, Jesús Fernando Bejarano Auqui https://creativecommons.org/licenses/by-nc-nd/4.0 |
| spellingShingle | IA Marketing digital Estrategias de marketing digital Satisfacción del cliente Competitividad en el mercado AI Digital marketing Digital marketing strategies Customer satisfaction Market competitiveness Segura Montañez, Leonardo Jhonny Mamani Perez, Jazmin Leonela Malca Gonzalez, Michael Rodrigo Bejarano Auqui, Jesús Fernando The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title | The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title_alt | Efecto de la inteligencia artificial en el marketing digital en las MYPEs de los Olivos, Lima 2024 |
| title_full | The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title_fullStr | The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title_full_unstemmed | The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title_short | The impact of artificial intelligence on digital marketing in the MSMEs of Los Olivos, Lima 2024 |
| title_sort | impact of artificial intelligence on digital marketing in the msmes of los olivos lima 2024 |
| topic | IA Marketing digital Estrategias de marketing digital Satisfacción del cliente Competitividad en el mercado AI Digital marketing Digital marketing strategies Customer satisfaction Market competitiveness |
| topic_facet | IA Marketing digital Estrategias de marketing digital Satisfacción del cliente Competitividad en el mercado AI Digital marketing Digital marketing strategies Customer satisfaction Market competitiveness |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/2101 |
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