lOMoARcPSD|37689952

INRS7311+Assignment+research+final+sub

Introduction To Research (Varsity College)

Scan to open on Studocu

Studocu is not sponsored or endorsed by any college or university

Downloaded by ekah ekah ([email protected])
 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

FACULTY OF HUMANITIES – INRS7311

IIE VARSITY COLLEGE SANDTON

Bachelor of Corporate Communication

A LITERATURE REVIEW BY:

Full names : Ndivhudza Nemalmmane
Student no. : St10120798

TITLE: A cross sectional qualitative study exploring the perceived

influence Artificial Intelligence branding has on an or organizational
image by means of an open-ended survey

E-mail : [email protected]
Date of submission : 08 June 20222

LECTURER: Alecia Fourie

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

Declaration

1. I understand what plagiarism is.

2. I am aware that The Independent Institute of Education (IIE) has a policy
regarding plagiarism and that it does not accept acts of plagiarism.
3. I am aware that the Plagiarism Policy and the Student Code of Conduct
prescribe the consequences of plagiarism.
4. I am aware that referencing guides are available in my student handbook or
equivalent and in the library and that following them is a requirement for
successful completion of my programme.
5. I am aware that should I require support or assistance in using referencing
guides to avoid plagiarism I may speak to the tutors, or a librarian at an IIE
site.
6. I am aware of the consequences of plagiarism.

N.Nemalumane
Signed: ………………………………………
08 June
Date: ………………………..

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

Table of Contents
FACULTY OF HUMANITIES..................................................................................................................- 1 -

IIE VARSITY COLLEGE SANDTON.........................................................................................................- 1 -

A LITERATURE REVIEW BY:.................................................................................................................- 1 -

TITLE:.................................................................................................................................................- 1 -

LECTURER:.........................................................................................................................................- 1 -

1. RESEARCH TITLE.........................................................................................................................- 3 -

2. INTRODUCTION..........................................................................................................................- 3 -

2.1 Background........................................................................................................................- 3 -

2.2 Research Problem..............................................................................................................- 3 -

2.3 Relevance...........................................................................................................................- 4 -

2.4 Research Question.............................................................................................................- 4 -

2.5 Objectives..........................................................................................................................- 4 -

3. THEORETICAL FOUNDATION......................................................................................................- 4 -

4. REVIEW OF PREVIOUS RESEARCH...............................................................................................- 5 -

5. CONCEPTUALISATION OR OPERATIONALISATION OF KEY TERMS...............................................- 5 -

6. REFERENCE LIST.........................................................................................................................- 7 -

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

1. RESEARCH TITLE
A cross sectional qualitative study exploring the perceived influence Artificial Intelligence
marketing has on an organizational image by means of an open-ended survey.

2. INTRODUCTION

2.1 Background
The internet of things has awakened Millennials and Generation Z customers, resulting in the
use of new media rather than traditional media, changing the landscape of how businesses
present their brand image. The brand image of an organization is made up of the associations
that customers form as a result of every interaction they have with it (Strekalova, Krieger and
Damiani, 2017). Within the marketing space, both traditional and new media can be used to
communicate a company's brand image to its stakeholders. Traditional media forced
audiences to be passive consumers of the content provided to them, as there was only so
much that they could do (Strekalova, Krieger and Damiani, 2017). New forms of media enable
audiences to not only consume but also create content (Strekalova, Krieger, and Damiani,
2017).

As a result of the digital shift, there has been a shift in the type of media used in the
organizational setting from traditional to new media. encouraging companies to adopt new
media platforms that can run on artificial intelligence, such as Facebook and Spotify apps.
These efforts have ushered in the concept of digitizing elements of a company's brand image,
such as the McDonald's app, which allows customers to purchase a variety of products using
only a touch point rather than visiting one of their stores. This option alters the way a
company interacts with its customers because, instead of receiving a service that is tailored to
the company's target market, customers receive personalized experiences as a result of the
app's artificial intelligence tool (Miller, 2012). Overall, the goal of this research is to see how
using artificial intelligence as a tool in a corporate marketing strategy can change customers'
perceptions.

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

2.2 Research Problem

The use of new media rather than traditional media, alters the landscapes of how
organizations present their brand image. The transition of organizational stakeholders from
Generation X (who used no or little internet) to Millennials (who witnessed the growth of the
internet) and Generation Z (used the internet from birth). Both Millennials and Generation Z
customers prefer digitized solutions to traditional solutions, this has resulted in new customer
company engagement patterns that revolutionize customer services. However, this has
resulted in a higher pressure to generate higher levels of customer satisfaction by improving
the customer experience due to elements such as customer service expectations that have
rapidly risen. New media (Artificial Intelligence) has been adopted to begin meeting these
demands. Vodacom, for example, is one of the companies that has adopted AI to provide a
comprehensive mobile solution to consumers and merchants. All of this enables an
organization to provide a better customer experience by improving customer services and
allowing for continuous improvement in the company's brand image. Enhancing an
organization's image thus providing a better customer experience at all times. Revolutionizing
customer service is being as these elements changes in customer needs and engagement
patterns.

2.3.Relevance
Fourie and Cant (2017) define corporate communication as the perception of a company's
creating a brand identity and maintaining communication with the general public. This field of
study looks into the management and orchestration of all internal and external
communications to create a favourable point of view and prompt desired behaviors among all
stakeholders (Fourie and Cant, 2017). It can then be concluded that the overall prospect of
corporate communication is dynamic in nature as different media, such as old and new, are
used as tools to create and maintain communication between an organization and its
stakeholders. This study takes into account this dynamical nature by focusing on the
perceived influence that new media (Artificial Intelligence) has on how an organisation is
perceived by their stakeholders. looking into the dynamics introduced by new media that
result in changes in engagement patterns with their customers (Fourie and Cant, 2017).
Overall, investigating how the use of new media (Artificial Intelligence) changes the
landscapes of organization brand image from the perspective of customer relations.

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

3. Research Question
Evaluate the perceived influence Artificial Intelligence marketing has on an organizational
image?

3.1. Objectives
 Evaluate the use of Artificial branding in an organization's?
 Assess perceived the relationship between Artificial Intelligence and organization brand
image?
 Explain the perceived influence Artificial branding has on organization consistency?
 Assess the perceived influence Artificial branding has on customer service?

4 THEORETICAL FOUNDATION
Behavioural reasoning theory

Behavioural reasoning theory is a broad theory of behaviour that can be used to explain the
motives underlying human behaviour (Westaby, 2005). According to Ajzen (1991), in this
theory, intentions predict behaviour; global motives (e.g., attitudes, subjective norms, and
perceived control) and reasons predict intentions; beliefs and values predict reasons. This
applies to this study as the primary basis of using media to communicate the brand image of
the organization. When communicating the brand using new media, the organization's
foundational point is the behavioural theory. Reasons also become stronger once behaviour is
executed, often through post-decision dissonance and rationalization processes (Westaby,
2005). Moreover, behavioural reasoning theory hypothesizes that reasons not only influence
leaders' attitudes, subjective norms, and perceived control to act, but they also directly
influence leaders' intentions to act (through explicit or implicit processes). When an
organization uses new media, or any platform with the ability to run artificial intelligence, data
attributed to customer behaviour is used; for example, Spotify's recommendation section uses
data from the previous song that their customers listened to while using the apps. The reasons
can independently contribute to global motives and intentions in some settings (Westaby,
2005). This can be seen in how the need for the use of new media can influence the
perception of a customer. Thus, context-specific reasons are presumed to be important
proximal determinants of human behaviour in various contexts. I assume that reasons impact
global motives and intentions because they help individuals justify and defend their actions,
which promotes and protects their self-worth, for example. Reasons can also "help individuals

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

make sense of their world by providing them with causal explanations for their behaviour, the
behaviour of others, and causal relationships in their environment (Ajzen, 1991). Reasons are
not sufficient to explain intentions and behavior. The belief/value is defined as the person's
cognitive patterns or subjective probability judgments that would result in appropriate
expected behaviour in the future (Ajzen and Driver,1991). The reasons correspond to the
different "reasons for" and "reasons against" engaging in a given phenomenon (Westaby,
2005). Reasons are specific cognitions that people use to make confident decisions and even to
explain their intentions or behavior (Westaby, 2005). Global motives correspond to other sub-
constructs such as attitudes, subjective norms, and perceived behavioral control (Ajzen, 1991).
Behavioural reasoning theory is a broad theory of behavior that can be used to explain the
motives underlying human behaviour (Westaby, 2005). According to Ajzen (1991), in this
theory, intentions predict behaviour; global motives (e.g., attitudes, subjective norms, and
perceived control) and reasons predict intentions; beliefs and values predict reasons. This
applies to this study as the primary basis of using the media to communicate the brand image
of the organization. When communicating the brand using new media, the organization's
foundational point is the behavioural theory. Reasons also become stronger once behaviour is
executed, often through post-decision dissonance and rationalization processes (Westaby,
2005). Moreover, behavioural reasoning theory hypothesizes that reasons not only influence
stakeholder attitudes, subjective norms, and perceived control to act, but they also directly
influence leaders' intentions to act (through explicit or implicit processes). When an
organization uses new media, or any platform with the ability to run artificial intelligence, data
attributed to customer behaviour is used; for example, Spotify's recommendation section uses
data from the previous song that their customers listened to while using the apps. The reasons
can independently contribute to global motives and intentions in some settings (Westaby,
2005). This can be seen in how the need for the use of new media can influence the
perception of a customer. Thus, context-specific reasons are presumed to be important
proximal determinants of human behaviour in various contexts. I assume that reasons impact
global motives and intentions because they help individuals justify and defend their actions,
which promotes and protects their self-worth, for example. Reasons can also "help individuals
make sense of their world by providing them with causal explanations for their behaviour, the
behaviour of others, and causal relationships in their environment (Ajzen, 1991). Reasons are
not sufficient to explain intentions and behaviour. The belief/value is defined as the person's
cognitive patterns or subjective probability judgments that would result in appropriate
expected behaviour in the future (Ajzen and Driver,1991). The reasons correspond to the

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

different "reasons for" and "reasons against" engaging in a given phenomenon (Westaby,
2005). Westaby (2005) defines reasons as "specific cognitions that people use to make
confident decisions and even to explain their intentions or behavior." Global motives
correspond to other sub-constructs such as attitudes, subjective norms, and perceived
behavioural control (Ajzen, 1991).

5 REVIEW OF PREVIOUS RESEARCH

 Evaluate the use of Artificial branding in an organisation?
A few years ago, the marketing world shifted from a traditional model to one based on digital
technology, resulting in a more sophisticated marketing strategy (Rajkhown and Das, 2020).
The previous marketing model's core was to target customers based on their behavior, which
led to automation, digital sales, and virtual customer service; it may now lead to a new need
(Kumar, Varsha, and Akter, A. 2021). Kumar, 2021) was then adopted as a tool in marketing
strategies that were on the verge of overtaking the industry (Kumar, 2021). Providing
opportunities for marketers to learn how to use cutting-edge technology could be beneficial to
the company. As a result, assisting businesses in conducting business on digital platforms such
as social media and ecommerce websites in order to increase the number of users purchasing
specific branded products (Kumar, Varsha, and Akter, A. 2021).

Following that, AI in branding was aligned with marketing and illustrations, which were then
implemented in settings such as macro-environmental analysis. used to examine stakeholders
with the primary goal of gaining a better understanding of the macro environmental factors
that influence brands in the global market. Customer data and demographic information
gathered during the assessment were then used as a tool to help the organization achieve its
marketing objectives (Rajkhown and Das, 2020). For example, the information gathered was
used in sales, advertisements, and special offers on ecommerce and social media websites.
Assisting in the creation of brand advertisements/promotions in Google through the use of
specific ad words, key words, and bidding (Kumar, Varsha, and A. Akter, 2021). LinkedIn, for
example, uses artificial intelligence tools to assist businesses in optimizing their operations and
lowering costs. The use of AI in marketing allows marketers to better understand their
customers and participate in their actions based on information gathered from their contacts
and previous purchases (Rajkhown and Das, 2020). Marketers can use AI solutions to refine

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

marketing campaigns and create highly personalized content based on these profiles. Before it
can become a fundamental marketing tool, AI must embrace a more customer-centric
approach and transform the marketing model. Marketers can use AI solutions to take these
profiles a step further, refine marketing campaigns, and create highly personalized content.

 Assess perceived the relationship between Artificial Intelligence and organization brand
image?
AI marketing makes automated decisions based on data collection, analysis, and additional
observations of audience or economic trends that may influence marketing efforts
(Kumar,2021). Using data and customer profiles to determine the most effective ways to
communicate with customers, then serving them tailored messages at the right time without
the need for marketing team intervention, ensuring maximum efficiency (Kumar, 2021). The
brand image of the organization then serves as a framework for determining the type of
audience and data collected by the AI tool . Data collected for a retail company (Checkers) is
different from data collected for a technology company (Netflix). This is due to the various
brand images that each organization strives to project, as well as their target audiences.
Recognizing a product or service and developing an effective positioning strategy are the first
steps in developing a comprehensive business identity.
However, in this digital age, creating a truly memorable brand necessitates companies going
beyond positioning strategies. The rules of brand image have changed as a result of the influx
of millennials and Gen Z into the consumer mix, as well as the evolution of technology in retail
customer experience. Marketers can use this data to refine marketing campaigns, create
highly personalized content, and take these organizational profiles a step further with this
data. Using AI to develop marketing analytics techniques for identifying potential customers
and creating customized experiences for them (Kumar, 2021). The use of AI in marketing
allows marketers to better understand their customers and participate in their actions based
on information gathered from their contacts and previous purchases.

 Assess the perceived influence Artificial intelligence branding has on customer service?
Artificial Intelligence has aided in the improvement of customer experience by providing quick
and efficient solutions (Rajkhown, and Das, 2020.). Voice and speech recognition, as well as an
understanding of human emotions and the ability to predict consumer behaviour, have all
helped to improve the customer experience. Companies are also focusing on using AI to
provide personalized recommendations. This is the most important initiative aimed at

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

improving customer satisfaction. Chatbots assist brands in improving personalization, which is

crucial for brand management. Artificial intelligence has been used to create systems that help
businesses protect their online reputation. Companies can use these systems to achieve
advanced brand management. This is accomplished by allowing brand and product managers
to conduct large-scale research and analysis on social media platforms, blogs, news websites,
and other online forums (Rajkhown,and Das,2020). Monitoring online mentions is an excellent
example of how to do so. MentoriCity software can assist businesses in detecting and
responding to online mentions. This is a powerful system that uses artificial intelligence to
deliver advanced brand management. It is critical to embrace Artificial Intelligence in order to
restore customer trust in your company. Customers will trust your brand as a result of AI-
enabled security systems. When it comes to brand management, this is a critical initiative.
Customers can rest assured that their security will not be jeopardized by using customer
recognition systems such as facial recognition, voice recognition, and sound recognition.
Various businesses have developed applications that allow customers to register their
biometrics. These are some of the ways that Artificial Intelligence can assist businesses with
brand management.

Customer loyalty can be achieved through better brand management techniques. Companies
can eventually achieve higher revenue through increased sales (Rajkhown and Das,2020).
Customers who are loyal to you will tell their friends and family about your products and
services. As a result, companies should embrace technology that focuses on bettering brand
management. This is accomplished by utilizing artificial intelligence to enhance the customer
experience. As previously stated, satisfied customers are your brand ambassadors. These aid in
the dissemination of information to other customers. Another strategy is to use artificial
intelligence to monitor your brand on social media and other digital platforms. In your brand
management efforts, your reputation on review sites and other digital platforms is most
important (Rajkhown and Das,2020).. We also have the use of artificial intelligence (AI) in
marketing engagements with the goal of improving brand awareness.
Marketing engagement initiatives that raise brand awareness will lead to better brand
management in the end. However AI can have a negative perceived influence Customers
aren't always fond of chatbots or even talking on the phone with computers (Rajkhown and
Das,2020).. For instance undeveloped chatbots can occasionally make it clear that there is no
human on the other end of the line. Certain people (especially those of older generations) may
feel very uncomfortable as a result of this. It is impossible for computers to do it without the

10

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

assistance of humans. Computers are incapable of changing their minds, making creative
decisions, or imagining new possibilities. If your company only uses AI to create content, it will
be severely lacking in creativity and cultural references (Rajkhown and Das,2020). Artificial
Intelligence (AI) may provide some solutions and efficiencies, but humans are still at the centre
of the marketing universe. With these challenges in hindsight companies can use predictive
analysis to learn about their customers' preferences and make recommendations based on
that information (Rajkhown and Das,2020). Netflix and Amazon use this to recommend shows
and products, respectively. It's extremely powerful as a marketer if you can develop a set of
data points that allow you to direct users to a specific product or service. Make it simple for
users to solve their problems.

6 CONCEPTUALISATION OR OPERATIONALISATION OF KEY TERMS

KEYWORD: DENOTATIVE DEFINITION CONNOTATIVE

(ACADEMIC DEFINITION) – DEFINITION (FOR THE
MUST INCLUDE IN-TEXT PURPOSE OF YOUR
STUDY WHAT SHOULD
THE READER
UNDERSTAND THIS
KEYWORD DEFINITION TO
BE)
Artificial Intelligence Artificial intelligence (AI) refers Artificial intelligence tool with
to the simulation of human data that can be used by
intelligence in machines that marketers to create a more
are programmed to think like efficient and effective
humans and mimic their marketing strategy.
actions (Kumar,2021)
Brand image Brand image is the perception Brand image is one of the
of the brand in the mind of the components that will make up
customer the framework for the AI tool.
New Media Computer-native media, An AI-compatible application.
computational media, and
media that rely on computers

11

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

for redistribution are referred

to as new media.
Artificial Marketing (AI) marketing is the process of AI marketing is the process of
leveraging AI methods and using digitized media to create
tools such as data models, an efficient and effective
algorithms and machine marketing strategy with the
learning to produce customer primary goal of customise how
insights that marketers can use a company provides services to
to optimize spending, its customers.
customize content and
personalize the customer
journey (Kumar, Varsha and
Akter,2021)

7 REFERENCE LIST
Ajzen, I. (1991). The theory of planned behaviour. Organizational behaviour and human decision
processes, 50(2), 179-211.

12

Downloaded by ekah ekah ([email protected])

 lOMoARcPSD|37689952

Ndivhudza, Nemalumane
S10120798

Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation from behavioural, normative,
and control beliefs: An application of the theory of planned behaviour. Leisure sciences, 13(3), 185-
204.

Fourie,l and Cant, M.C. 2017. Public Relation: Theory and Practice. 2nd ed Cape Town:Juta.

Kumar, K., Varsha, P and Akter,A. 2021. The impact of Artificial Intelligence on Branding: A
Bibliometic Analysis (1982- 2019).Journal of Global Information Management, 29(4):11-27.

Kumar, P. 2021.Role of Artificial Intelligence (AI) in Marketing. Research Gate Journal. 3(1): 1-14.

Huang,M..H and Rust, R.T. 2020. A strategic framework for Artificial intelligence in marketing.
Journal of the Academy of Marketing Science. 49 (40):30-50.

Miller, C. 2012. Organizational communication: approaches and processes. 6th edition. Boston
(MA): Wadsworth

Rajkhown,B and Das,A.2020.Impact of Artificial Intelligence on Customer Experience. International

Journal of Recent Technology and Engineering .9(2):1-6

Rhapsody D.2022. Designs, Visual Communication and Branding Cambridge Scholars publishing

Strekalova, Y.A.Krieger, J.L and Damiani, R. 2017. Old media, New Media and Public Enagement
with Science and Technology. Journal of Research on Citizen Engagement and Public Particpation
in The Era of New Media, 4(2), 2-19

Westaby, J. D. (2005). Behavioural reasoning theory: Identifying new linkages underlying

intentions and behaviour. Organizational behaviour and human decision processes, 98(2), 97-120.

13

Downloaded by ekah ekah ([email protected])