Original Research

The role of artificial intelligence in integrated marketing communications: A case study of Jumia Online Ghana

Edward E. Brobbey, Ebenezer Ankrah, Philip K. Kankam
Inkanyiso | Vol 13, No 1 | a21 | DOI: https://doi.org/10.4102/ink.v13i1.21 | © 2022 Edward E. Brobbey, Ebenezer Ankrah, Philip K. Kankam | This work is licensed under CC Attribution 4.0
Submitted: 09 December 2022 | Published: 01 July 2021

About the author(s)

Edward E. Brobbey, School of Communication, African University College of Communications, Ghana
Ebenezer Ankrah, Department of Information Studies, University of Ghana, Ghana
Philip K. Kankam, Department of Information Studies, University of Ghana, Ghana

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Abstract

Artificial intelligence (AI) has been observed as both a destructive and a transformative game changer in all human activities where it has been adopted. This study looked into the role of Artificial Intelligence in Integrated Marketing Communications, with Jumia Online Ghana as a case. Through the use of both quantitative and qualitative approaches, as well as convenience and purposive sampling techniques, the study obtained qualitative and quantitative data from IT staff and customers of Jumia Online Ghana. A total of 112 respondents participated in the study. The study revealed that Jumia Online Ghana boost their marketing communications; undertake marketing leads; and promote their contents and products through the use of Artificial Intelligence. The study recommends that the need exists for AIpowered contents of Jumia Online Ghana to be optimized for mobile devices. It has been established that the use of AI empowers marketing communications in order to reach wider markets.

Keywords

Artificial Intelligence; communications; integrated marketing communication; Jumia online Ghana; Ghana

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Crossref Citations

1. Artificial intelligence (AI) applications for marketing: A literature-based study
Abid Haleem, Mohd Javaid, Mohd Asim Qadri, Ravi Pratap Singh, Rajiv Suman
International Journal of Intelligent Networks  vol: 3  first page: 119  year: 2022  
doi: 10.1016/j.ijin.2022.08.005