This book explores how AI is transforming digital marketing and what it means for businesses of all sizes and looks at how AI is being used to personalize content, improve targeting, and optimize campaigns. This book also examines some of the ethical considerations that come with using AI in marketing.

Autorentext
Allam Hamdan is a full professor; he is listed within the World's top 2% scientists list by Stanford University, and he is the dean of College of Business and Finance at Ahlia University, Bahrain. He is an author of many publications (more than 250 papers, 174 listed in Scopus) in regional and international journals that discussed several accountings, financial, and economic issues concerning the Arab world. In addition, he has interests in educational-related issues in the Arab world universities like educational governance, investment in education, and economic growth. . He is an member of Steering Committee in International Arab Conference of Quality Assurance of Higher Education. Currently, he is leading a mission-driven process for International Accreditation for College of Business and Finance by Association to Advance Collegiate Schools of Business (AACSB).

Dr. Esra AlDhaen holds a Doctorate from Brunel University London, in the area of strategic decisions and quality in the context of Higher Education; currently, she is an executive director of strategy, quality, and sustainability as well as an associate professor at Ahlia University Bahrain. As HEA principle fellow and expert in curriculum review, design, and mapping to the National Qualification Framework as well as alignment of cross-border qualifications, she was able to set Assurance of Learning (AOL) framework to evaluate and assess student direct and indirect learning and chaired the AOL committee at college level. She is highly experienced in HEIs in various counties such as UK, Kingdom of Bahrain, KSA, UAE, and Oman, along with the gained diverse background enable to transfer and share knowledge and experience from multiple aspects.

Inhalt

Evolution of Digital Marketing in Tourism from a Mobile Apps Perspective.- Exploring Small and Medium Enterprises Expectations of Electronic Payment in Kuwait.- Content marketing strategy for the social media posi-tioning of the company AD y L consulting - Peru.- An Exploratory Study on E-commerce in the Sultanate of Oman: Trends, Prospects, and challenges.- The Impact of Researchers' Possessed Skills on Marketing Research Success.- Impact of Online Food Ordering System and Dinning on Consumers Preference with Special Reference to Bangalore.- Green Economy Mechanisms in the Age of Technology and the Circular Economy.- Whether digital or not, the future of innovation and entrepreneurship.- Customer Buying Intention Towards Smart Watches in Urban Bangalore.- A Fluid-Thermal-Electric Model Based on Performance Analysis of Semi-Transparent Building Integrated Photovoltaic Solar Panels.- The impact of social media influencer marketing on purchase intention in Bahrain.- Tomorrow's Jobs and Artificial Intelligence.- Artificial Intelligence and Security Challenges.- Modern Services Quality and its Impact on the Satisfaction of the Trade Shows in Jordan.- Artificial Intelligence Application to Reduce Cost and Increase Efficiency in the Medical and Educational Sectors.- Data Journalism and its Applications in Digital Age.- Digital public relations and Communication Crisis.- Employing Big Data Analytics Lifecycle in Uncovering the Factors that Relate to Causing Road Traffic Accidents to reach sustainable smart cities.- The Effects of Leadership Style on Employee Sustainable Behaviour: A Theoretical Perspective.- Toward Sustainable Smart Cities: Design and Development of Piezoelectric-Based footstep power generation system.- Sustainable Urban Street Design in Jeddah, Saudi Arabia.- Green Discourse Analysis on Twitter: - Imperatives to Green Product Management in Sustainable Cities (SDG11).- Harnessing Geographic Information System (GIS) By Implementing Building Information Modelling (BIM) for Sustainable Strategic Planning To Improve AEC Performance in Setiu, Terengganu, Malaysia.- The Role of Contract in Advancing ESG in Construction: A Proposed Framework of 'Green' Standard Form of Contract for Use in Green Building Projects in Malaysia.- Sustainability of Web Application Security Using Obfuscation: Techniques and Effects.- Heritage Buildings Changes and Sustainable Development.- Global crucial risk factors associated stress among university students during post Covid-19 Pandemic: Empirical evidence from Asian Country.- Factors Influencing Purchase Decisions on Online Sales in Indonesia.- Re - addressing the notion of Patriarchy in Social and Economic framework in the light of Women Empowerment.- The Development of Asset-based and Asset-backed Sukuk Issuances: The case of Malaysia.- Role of Colours in Web Banners: A Systematic Re-view and Future Directions for E- Marketing Sustainability.- Relationship of People's Knowledge, Behavior and Governmental Action Towards Environmental Sustainability.- DEVELOPMENT OF ENTREPRENEURSHIP IN THE TOURISM AND RECREATION SPHERE: MARKETING RESEARCH.- The Impact of RUPT on Corporate Environmental Responsibility.- The impact of board of director's characteristics and audit committee characteristics on financial performance: evidence from Palestine.- A comparative analysis of Rural and Urban Public Health Infrastructure and Health outcomes during Pandemic: With special reference to Karnataka state.- Local Community Readiness to Implement Smart Tourism Destination in Yogyakarta, Indonesia.- Open Innovation and Governance Models within Public Sector: A Systematic Literature Review.- Corporate Governance in the Digital Era.- Environmental, Social, and Governance (ESG) Impact onFirm's Performance.- On a regime switching illiquid high volatile prediction model for cryptocurrencies.- Analysis of the efficiency, effectiveness and productivity of Peruvian motorcycle cab drivers in times of Covid-19 pandemic.- Investment Awareness in Financial Assets An exploration based on the Equity Traders in Bangalore city.- Cost-benefit Analysis of Fintech Framework Adoption.- Financial Technology (Fintech).- Assessing Opportunities and Challenges of FinTech: A Bahrain's View of Fintech.- Toward Sustainable Smart Cities: A New Approach of Solar and Wind Renewable Energy in Agriculture Applications.- Digital Transformation Towards Sustainability in Higher Education: A New Approach of Virtual Simulator for Series and Parallel Diodes for a Sustainable Adoption of E-Learning Systems.- Toward Sustainable Smart Cities: Smart water Quality Monitoring System Based on IoT Technology.- 2019 Novel Coronavirus Disease (Covid-19): Toward a New Design for all-in-one Smart Disinfection system.- Modeling of cutting forces when end milling of Ti6Al4V using adaptive neuro-fuzzy inference system.- Impact of the Pandemic -Covid -19 on Construction Sector in Bahrain.- The Role of Technology and Market Accessibility on Financial Market Classification.- A Review of the Recent Developments in the Higher Education Sector Globally and in the GCC Region.- Intra-Industry Trade Trends in India's Manufacturing Sector: A Quantitative Analysis.- Risk Management of Civil Liability Resulting from Self-driving Vehicle Accidents.- The Impact of Applying Just-In-Time Production System on the Company Performance in Garment Manufacturing Companies in Jordan.- Evaluation of Large-Scale Solar Photovoltaic Operating Plant by Using Environmental Impact Screening: A Case Study in Penang Island, Malaysia.- Prefabricated Plastic Pavement for High-Traffic and Extreme Weather Conditions.- Highlighting the Role of UAE's Government Policies in transition towards Circular Economy.- A SYSTEMATIC LITERATURE REVIEW ON MERCANTILISM.- Revisiting the nexus between Suicides and Economic Indicators: An Empirical Investigation.- Dynamics of Econo…