Перегляд за Автор "Shevchenko V."

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  • Ескіз
    Документ
    Strategic management of omnichannel marketing using generative artificial intelligence
    (Journal of Theoretical and Applied Information Technology, 2025-10-30) Kovalchuk S.; Chunikhina T.; Grigoryan V.; Shevchenko V.; Koroleva U.
    The relevance of the issue under research is determined by the rapid introduction of generative artificial intelligence (GenAI) into omnichannel marketing strategies. This radically changes approaches to personalization, communication, and strategic management in the digital economy. There is a growing need for quantitative analysis of the impact of such technologies on marketing efficiency, which justifies the need for this study. Particular attention is paid to personalization, communication automation, and data integration. The aim of the study is to determine the relationship between the level of implementation of GenAI and marketing efficiency. The problem is the lack of quantitative assessments of the impact of artificial intelligence (AI) on omnichannel management indicators. The analysis covers 10 companies from 10 countries for 2022-2024. An econometric model with six variables was applied: GAI, AdSpend, Data Integration, CSAT, OMDEPTH, and BRAND. The highest OM_EFF values in 2024 were recorded at Bosideng (98.3), Woolworths (97.0), and Zara (96.9). Companies with high GenAI have seen faster OM_EFF growth and market adaptation. Woolworths’ GenAI increased from 0.58 to 0.77, OM_EFF from 85.7 to 97.0. Hudson’s Bay showed the smallest changes because of limited digitalization and weak AI development. The study found that a high level of integration of GenAI is directly related to the increase in omnichannel marketing efficiency (OM_EFF). Bosideng achieved the highest OM_EFF – 98.3 in 2024 – with the maximum value of the GenAI Index (0.83) and the active use of personalized content. The obtained data confirm that GenAI enhances the effectiveness of marketing strategies through automation, deep data integration and multi-channel interaction with customers. The article provides practical recommendations for increasing OM_EFF. The study has applied significance for retail trade strategies. Further research may include other industries and regions.
  • Ескіз
    Документ
    Trends in Digital Marketing in the Context of Information Society Development.
    (Postmodern Openings, 2022) Shevchenko V.; Taranenko I.; Yaremenko S.; Mishustina T.; Poprotskyy O.; Mostova A.
    This article examines the trends of digital marketing in the context of information society development. Under the influence of informatization of society, the spread of innovative development of the economic environment are transformed all its components, including changing approaches to marketing, which uses more and more digital opportunities to increase its efficiency. In society, specific relationships are formed associated with the search, receipt, transmission, production and dissemination of information using information technology. Under the influence of informatization of society, the contemporary consumer and his requirements are changing, which is reflected in marketing activities. The reaction to the growing role of social networks and communities in consumer buying behavior was the formation of crowd marketing. Digital marketing is a contemporary tool for promoting a product, brand or brand through digital channels, and also uses a number of techniques that allow you to reach your target audience even in an offline environment. Digital marketing means that consumers, customers or society at large can access any information they need. Today, digital marketing is becoming an increasingly important tool for promoting almost any type of product compared to traditional marketing.