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The utilization of artificial intelligence in online advertising and its perceived effectiveness
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:...
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| Format: | Thesis |
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AUC Knowledge Fountain
2020
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| _version_ | 1867613418994794496 |
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| access_status_str | Open Access |
| author | Tahoun, Nouran |
| author_browse | Tahoun, Nouran |
| author_facet | Tahoun, Nouran |
| author_sort | Tahoun, Nouran |
| collection | Thesis |
| dc_rights_str_mv | 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. |
| description | 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. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-2480 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:50.652Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-2480 The utilization of artificial intelligence in online advertising and its perceived effectiveness Tahoun, Nouran 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. 2020-07-21T07:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/1472 https://fount.aucegypt.edu/context/etds/article/2480/viewcontent/Updated_20Nouran_20Tahoun_27s_20Thesis_20_28AI_20Utilization_20in_20Online_20Advertising_20and_20its_20Perceived_20Effectiveness_29_20_281_29.pdf 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. Theses and Dissertations AUC Knowledge Fountain Artificial Intelligence Online advertising AI advertising AI in online consumer Insights AI in Online Ad creation AI in Online Media Planning and Buying AI Effectiveness AI in Online ad Evaluation Global Survey. |
| spellingShingle | Artificial Intelligence Online advertising AI advertising AI in online consumer Insights AI in Online Ad creation AI in Online Media Planning and Buying AI Effectiveness AI in Online ad Evaluation Global Survey. Tahoun, Nouran The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title | The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title_full | The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title_fullStr | The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title_full_unstemmed | The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title_short | The utilization of artificial intelligence in online advertising and its perceived effectiveness |
| title_sort | utilization of artificial intelligence in online advertising and its perceived effectiveness |
| topic | Artificial Intelligence Online advertising AI advertising AI in online consumer Insights AI in Online Ad creation AI in Online Media Planning and Buying AI Effectiveness AI in Online ad Evaluation Global Survey. |
| url | https://fount.aucegypt.edu/etds/1472 https://fount.aucegypt.edu/context/etds/article/2480/viewcontent/Updated_20Nouran_20Tahoun_27s_20Thesis_20_28AI_20Utilization_20in_20Online_20Advertising_20and_20its_20Perceived_20Effectiveness_29_20_281_29.pdf |
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