AI-BASED SENTIMENT ANALYSIS AS A DRIVER OF DIGITAL MARKETING TRANSFORMATION THROUGH CONSUMER PERCEPTIONS, ONLINE SENTIMENT AND PURCHASE BEHAVIOUR

Stefan Krsmanović; Radoslav Baltezarević

doi:10.59864/Oditor52602SK

Autori

Stefan Krsmanović ALFA BK University, Bulevar maršala Tolbuhina 8, Belgrade, Serbia Author https://orcid.org/0009-0007-0155-3538
Radoslav Baltezarević Institute of International Politics and Economics, Makedonska 25, Belgrade, Serbia Author https://orcid.org/0000-0001-7162-3510

DOI:

https://doi.org/10.59864/Oditor52602SK

Ključne reči:

Analiza raspoloženja zasnovana na veštačkoj inteligenciji, onlajn raspoloženje, poverenje potrošača, kupovno ponašanje, digitalni marketing

Apstrakt

Razumevanje emocija i stavova potrošača izraženih u digitalnom okruženju jedan je od ključnih izazova savremenog digitalnog marketinga. Iako se analiza raspoloženja zasnovana na veštačkoj inteligenciji sve više koristi za tumačenje sadržaja koji generišu korisnici, ograničen broj istraživanja istovremeno razmatra njegovu percepciju zajedno sa raspoloženjem na mreži i poverenjem potrošača u objašnjavanju ponašanja pri kupovini. Cilj ovog rada je ispitivanje veze između percepcije analize raspoloženja zasnovane na veštačkoj inteligenciji, raspoloženja na mreži, poverenja potrošača i ponašanja pri kupovini u digitalnom marketingu. Empirijsko istraživanje je sprovedeno korišćenjem strukturiranog upitnika na uzorku od 138 ispitanika. Kronbahov alfa koeficijent je korišćen za procenu pouzdanosti instrumenta, dok su hipoteze testirane korišćenjem Pirsonovog hi-kvadrat testa, Pirsonovog koeficijenta korelacije i Spirmanovog koeficijenta korelacije. Rezultati potvrđuju statistički značajne pozitivne veze između posmatranih konstrukta i ukazuju na to da su percepcija analize raspoloženja zasnovane na veštačkoj inteligenciji, pozitivno raspoloženje na mreži i poverenje potrošača povezani sa povoljnijim ponašanjem pri kupovini u digitalnom okruženju. Rezultati istraživanja doprinose boljem razumevanju uloge emocionalnih i psiholoških faktora u digitalnom marketingu i predstavljaju osnovu za buduća istraživanja koja će uključivati objektivne modele analize raspoloženja i naprednije metodološke pristupe

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