Applying Artificial Intelligence to Enhance E-Commerce Marketing Strategies-Reference-Cited by-同舟云学术

Applying Artificial Intelligence to Enhance E-Commerce Marketing Strategies

Published:2024-06-28 Issue: Volume: Page:220-239
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
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Author:

Seghyar Nabil¹,Amane Meryem²,Gouiouez Mounir³,Hraoui Said²^ORCID,Berrada Mohammed²

Affiliation:

1. Research Laboratory in Organizational Management Sciences, Ibn Tofail University, Morocco

2. Artificial Intelligence, Data Science, and Emergent Systems Laboratory, Sidi Mohamed Ben Abdellah University, Morocco

3. Psychology, Sociology, and Culture Studies Laboratory, Sidi Mohamed Ben Abdellah University, Morocco

Abstract

In the dynamic transformation of Moroccan e-commerce, AI and marketing convergence reshapes business-consumer engagement. This chapter explores AI's strategic use to enhance marketing in Moroccan e-commerce, spotlighting Jumia Market. Started in 2012 as a Pan-African tech firm, Jumia evolved into a multifaceted entity with marketplace, logistics, and payment services. Competing regionally and globally, Jumia faced challenges but went public on NYSE in 2019, adapting to market shifts. Amidst COVID-19 in 2020, it responded to changing consumer habits, emphasizing adaptability and profitability. This study examines Jumia Market's trajectory, resilience, and performance, showcasing AI's role in refining marketing strategies for optimal customer experiences and sustained growth in Moroccan e-commerce.

Publisher

IGI Global

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