Abstract
Digital marketing is nowadays one of the most popular ways not only to search for information about goods and services, reviews, and experiences of other customers, but also to make the actual purchase. A modern phenomenon is also the use of artificial intelligence, which helps marketers in various ways, such as creating content, texts, or evaluating metrics. The main objective of the paper is to identify whether there are statistically significant differences in the importance of shopping online via smartphone between men and women. The inspiration behind this paper stems from the current relevance of digital marketing and artificial intelligence, particularly the prevalent trend of online shopping through smartphones in the e-commerce domain. The survey, which targeted 194 respondents from Generation Y (Millennials), was conducted throughout the latter half of 2023. The findings suggest that, for most men, the significance of online shopping via smartphones is minimal. In contrast, it’s noteworthy that online shopping via smartphones holds considerable importance for most women. The Mann-Whitney U-test validates the correlation between these variables. These results offer insights into the nuances of digital marketing and its influence on customer purchasing behaviour and decision-making. It is evident that the COVID-19 pandemic has instigated substantial shifts in people’s buying patterns. Due to travel restrictions, people are increasingly drawn to purchasing items using mobile shopping apps instead of going to physical stores. The findings of the survey add to the overall picture of the share of mobile marketing in e-commerce with potential of using artificial inteligence, which can be a real game changer for companies that offer their products and services online. Online companies can use these findings to effectively set up their marketing strategies specifically targeting customers who like to shop online.
Publisher
University of Saints Cyril and Methodius
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