Abstract

This study explores the utilization of Artificial Intelligence in online advertising process and the impact of using AI each stage in that process with the overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely consumer insights, ad creation, media planning and buying, and finally ad evaluation. Process model of AI utilization in online advertising is the conceptual model of the study, which is developed from the previous literature. A triangulation methodology is implemented to enhance the credibility of the research study and leads to a more comprehensive understanding of the topic. Online survey is conducted with digital advertisers worldwide from both agency and client side. Nonrandom sampling (N=60) was implemented to test 5 constructs from the perspective of the respondents. Three in-depth interviews were also conducted before and after the online questionnaire to analyze the findings and results and demonstrate insights on the five proposed research questions. Findings of the study showed beyond doubt that AI is stepping strongly and progressively in the four stages of the data-based online advertising process. Moreover, it significantly showed that there is a relationship between AI utilization in each stage and the following one. Finally, results indicated that using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

Fall 7-21-2020

Submission Date

July 2020

First Advisor

Taher, Ahmed

Second Advisor

NA

Third Advisor

NA

Committee Member 1

Denana, Hesham

Committee Member 2

Sayed, Ahmed

Committee Member 3

NA

Extent

175 p.

Document Type

Master's Thesis

Library of Congress Subject Heading 1

Integrated Marketing Communication

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. The author has granted the American University in Cairo or its agents a non-exclusive license to archive this thesis, dissertation, paper, or record of study, and to make it accessible, in whole or in part, in all forms of media, now or hereafter known.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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