Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective
Farouk Mohamed Ahmed Moussa, T., Abd El-Razk Kortam, W., Refai Ahmed Mahmoud, R. (2025). Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective. EKB Journal Management System, 16(2), 3078-3096. doi: 10.21608/jces.2025.437843
Toka Farouk Mohamed Ahmed Moussa; Wael Abd El-Razk Kortam; Reem Refai Ahmed Mahmoud. "Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective". EKB Journal Management System, 16, 2, 2025, 3078-3096. doi: 10.21608/jces.2025.437843
Farouk Mohamed Ahmed Moussa, T., Abd El-Razk Kortam, W., Refai Ahmed Mahmoud, R. (2025). 'Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective', EKB Journal Management System, 16(2), pp. 3078-3096. doi: 10.21608/jces.2025.437843
Farouk Mohamed Ahmed Moussa, T., Abd El-Razk Kortam, W., Refai Ahmed Mahmoud, R. Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective. EKB Journal Management System, 2025; 16(2): 3078-3096. doi: 10.21608/jces.2025.437843

Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective

المجلة العلمية للدراسات التجارية والبيئية
Volume 16, Issue 2, April 2025, Pages 3078-3096    PDF (513.66 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jces.2025.437843
Authors
Toka Farouk Mohamed Ahmed Moussa* 1; Wael Abd El-Razk Kortam* 2; Reem Refai Ahmed Mahmoud* 3
1Assistant Lecturer Faculty of Commerce – Suez Canal University
2Professor of Marketing and Director of Advanced Marketing Research Centre (AMRC) The British University in Egypt
3Assistant Professor of Business Administration Faculty of Commerce - Suez Canal University
Abstract
This article explores how artificial intelligence (AI) is transforming customer experience in the domain of e-marketing. With a focus on service quality, personalization, and perceived convenience, the paper synthesizes contemporary literature and real-world applications of AI in digital retail environments. This qualitative study investigates how AI reshapes the dynamics of customer-brand interactions, excluding discussions on privacy concerns and trust. Drawing upon scholarly and industry sources, the article presents a conceptual overview and thematic analysis to highlight the impact of AI technologies on consumer engagement, satisfaction, and loyalty.
Keywords
artificial intelligence; e-marketing; customer experience; service quality; personalization; perceived convenience
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