Sun Huilin, Zafar Muhammad Zeeshan, Hasan Naveed
Business School, Shandong Jianzhu University, Jinan, China.
School of Business Management, University Utara Malaysia, Sintok, Malaysia.
Front Psychol. 2022 May 31;13:856663. doi: 10.3389/fpsyg.2022.856663. eCollection 2022.
With the advent and integration of technology in business, marketers started investing in numerous media platforms to influence the consumer's sentiments. Artificial intelligence has been proved as one of the innovative tools of digitalization to change consumer's media habits. Owing to the growing trends of e-commerce, the traditional advertising model is insufficient. Therefore, advertisers are taking advantage of artificial intelligence technology to meet current requirements. Thus, a deeper understanding of product advertisement with reference to consumer sentiments and its implications need to be established. The current research depicts the contribution of artificial intelligence to analyze the consumers' attention, cognition, and emotion. The target product was Samsung Galaxy. Researcher of the current study has employed Think-aloud procedure for data analysis. Tweets dataset was divided into 2 categories. For international consumers' sentiments 30,877 tweets whereas for Pakistani consumers' sentiments tweets dataset was 26,834. For data analysis, authors used Nvivo for generating theme. The Nvivo produced word cloud. The word cloud generated with Pakistani tweets revealed that consumer attachment with Samsung product is based on emotional and attention and the preferred features of Samsung products are linked with emotional and attention. In contrary to that rest of the world tweets unfolded that emotion, attention, and cognition make consumer preferences while selecting Samsung products. This study is useful to the cellular companies for targeting across the world population. The consumer preference varies while selecting cell phones. This study will provide a better idea to cell phone companies for manufacturing consumer oriented cell phones to get better results. Moreover, future research should add more countries separate data and generate a comparative study between developed countries consumer and developing countries consumer preferences. In addition to companies with better insights of consumer can highlight the most attractive features of cell phone in their advertisements.
随着技术在商业中的出现和整合，营销人员开始在众多媒体平台上投资，以影响消费者的情绪。人工智能已被证明是数字化的创新工具之一，可改变消费者的媒体习惯。由于电子商务的不断发展，传统广告模式已不足以满足需求。因此，广告商正在利用人工智能技术来满足当前的要求。因此，需要更深入地了解与消费者情绪相关的产品广告及其影响。当前的研究描述了人工智能在分析消费者注意力、认知和情感方面的作用。目标产品是三星Galaxy。本研究的研究者采用了出声思考法进行数据分析。推文数据集分为两类。国际消费者情绪的推文有30877条，而巴基斯坦消费者情绪的推文数据集有26834条。为了进行数据分析，作者使用Nvivo生成主题。Nvivo生成了词云。巴基斯坦推文生成的词云显示，消费者对三星产品的喜爱基于情感和关注度，三星产品的首选功能与情感和关注度相关。与此相反，世界其他地区的推文表明，情感、注意力和认知在消费者选择三星产品时起着重要作用。这项研究对手机公司在全球范围内进行目标定位很有帮助。消费者在选择手机时的偏好各不相同。这项研究将为手机公司提供更好的思路，以便制造以消费者为导向的手机，从而获得更好的效果。此外，未来的研究应增加更多国家的单独数据，并对发达国家消费者和发展中国家消费者的偏好进行比较研究。此外，对消费者有更深入了解的公司可以在广告中突出手机最具吸引力的功能。
