ARTIFICIAL INTELLIGENCE MARKETING PRACTICES, DIGITAL INFLUENCERS MARKETING PRACTICES AND EMPLOYERS’ EXPECTATION FROM MARKETING EDUCATION GRADUATES
Keywords:
AI Marketing Practices, Cross River State, Employers’ Expectation, Marketing Education Graduates, Digital Influencers Marketing.Abstract
The purpose of this study was to investigate the interplay between artificial intelligence (AI) marketing practices, digital influencers marketing practices and employers’ expectation of marketing educators’ graduates’ in universities in Cross River State. The study adopted a correlation research design. Two research questions and two null hypotheses guided the study. The population of this study comprised all the managers of medium scale enterprises in Cross River State, Nigeria. There are Two Hundred and Ten (210) medium scale businesses in Cross River State. The population of the study is manageable and there were no sampling procedures employed. The instrument for data collection was a structured questionnaire, titled: "AI Marketing Practices, Digital Influencers Marketing Practices and Employers’ Expectation of Marketing Education Graduates". The instrument was validated by five experts, three from Business Education and two from Measurement and Evaluation. The reliability of the instrument was established using Cronbach Alpha, yielding the reliability coefficient of 0.80. The research questions and the null hypotheses were tested using linear regression. The study found that there are relationships between AI marketing practices, digital influencers marketing practices and employers’ expectation of marketing educators’ graduates’ in universities in Cross River State.
References
Abdar, M., & Al-Ebraheemy, A. (2020). The ethics of artificial intelligence in marketing: Implications for privacy, transparency, and bias. Journal of Business Research, 118, 251- 263.
Abid, H., Mohd,J., Mohd, A. Q., Ravi, P. S., & Rajiv, S. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3(1), 119–132.
Alaba, O. T. (2011). Emerging challenges in business education curriculum development. Association of Business Educators of Nigeria (ABEN) Books of Readings, 2(1), 29 – 35.
Alauthaman, M., Aslam, N., Zhang, L., Alasem, R., & Hossain, M. A. (2018). A P2P botnet detection scheme based on decision tree and adaptive multilayer neural networks. Neural Computer Application, 29, 991–1004. doi: 10.1007/s00521-016-2564-5
Anthonia Chinyere Okoye, & L.N.N. (2020). Issues in the Use of ICT in Business Education in tertiary Institutions in Anambra State.
Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), 127–146. https://doi.org/10.1362/147539215x14373846805743
Barker, Shane (2018), “4 mistakes influencers should not make on Instagram,” Influence (June 10), https://influence.bloglovin.com/4- mistakes-influencers-should-not-make-on-instagram-fdab32e4403e.
Bhatia, A., Yusuf, Z., Gill, U., Shepherd, N., Kranz, M., & Nannra, A. (2019). Stamping Out Counterfeit Goods with Blockchain and IoT. https://www.bcg.com/publications/2019/stampingout-counterfeit-goods-blockchain-internet-of-things-iot
Boone, A. (2017). Cyber-security must be a C-suite priority. Computer Fraud & Security, 2017(2), 13–15.
Brown, S. A. (2020). Podcasting. In K. Ross, I. Bachmann, V. Cardo, S. Moorti, & M. Scarcelli (Eds.), The International encyclopedia of gender, media, and communication (pp. 1–6). New York: John Wiley & Sons. https://doi.org/10.1002/9781119429128.iegmc028
BusinessWire. (2017). Juniper Research: Ad Fraud to Cost Advertisers $19 billion in 2018, Representing 9% of Total Digital Advertising Spend. https://www.businesswire.com/news/home/20170926005177/en/Juniper-Research-Ad-FraudCost-Advertisers-19
Chu, S.-C., Wang, H.-Y., & Huang, C.-H. (2020). The effectiveness of social media influencers in promoting products and services: A study of Chinese consumers. Journal of Interactive Advertising, 20(2), 124-138 ³.
Crider, D. (2022). A public sphere, on-demand: an assessment of local podcasting. Popular Communication, 1–14. https://doi.org/10.1080/15405702.2022.2028157
Davari, Arezoo, Pramod Iyer and Francisco Guzmán, (2017), “Determinants of brand resurrection movements,” European Journal of Marketing, 51 (11/12), 1896-1917.
Davis, Brennan, Julie L. Ozanne and Ronald Paul Hill (2016), “The Transformative Consumer Research Movement,” Journal of Public Policy & Marketing, 35 (Fall), 159-169.
Deskera, C. (2022) Deskera content Team. New York: John Wiley & Sons. https://doi.org/10.1002/9781119429128.iegmc028
Jothikumar Doni and Nirmala Daby. (2021). Blockchain Digital Marketing. International Journal of Advanced Research in Science, Communication and Technology (IJARSCT). Volume 2, Issue 1, 145-148. DOI: 10.48175/IJARSCT-768.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(1), 1-19.
Nurita, S., & Ainon, P. (2020). A survey of students’ employability skills: A case of Unitar.Unitar e-journal, 4[1]. Planning Commission of Pakistan (May 2011). “Framework for Economic Growth.” Islamabad.
Quek, A.H., & Soon, T.K. (2019). Research and development priorities in the new millennium: Human resource management and business preferences in Malaysia. Malaysia Science and Technology Congress.Abstracts, Ministry of Science, Technology and Environment, Malaysia.
Rajni, K. (2011).Exploring employer’s expectations with changing market trends: A study in reference to new emerging potential & promising B-schools in NCR region. International journal of management and strategy, 2(11), Jan- June 2011.
Steimer, S. (2019). August 2019 CMO Survey: Hiring, AI on the Rise. Retrieved September 10, 2023, from https://www.ama.org/marketing-news/august-2019-cmo-survey-hiring-ai-on-the-rise/
Ume, A. (2019). Employers expectations versus performance of fresh graduates:
Business schools. at: https://www.researchgate.net/publication/318851082
Wu, Y.-C. J., Huang, C.-H., & Huang, C.-H. (2021). Social media influencers and consumers' purchase intentions: The moderating roles of perceived value and trust. Journal of Business Research, 130, 690-698.
