The role of artificial intelligence in integrated marketing communications: A case study of Jumia Online Ghana

Abstract

Artificial intelligence (AI) has been observed as both a destructive and a transformative game changer in all human activities where it has been adopted. This study looked into the role of Artificial Intelligence in Integrated Marketing Communications, with Jumia Online Ghana as a case. Through the use of both quantitative and qualitative approaches, as well as convenience and purposive sampling techniques, the study obtained qualitative and quantitative data from IT staff and customers of Jumia Online Ghana. A total of 112 respondents participated in the study. The study revealed that Jumia Online Ghana boost their marketing communications; undertake marketing leads; and promote their contents and products through the use of Artificial Intelligence. The study recommends that the need exists for AIpowered contents of Jumia Online Ghana to be optimized for mobile devices. It has been established that the use of AI empowers marketing communications in order to reach wider markets.