A research paper by University of Florida College of Journalism and Communications scholars Huan Chen and Sylvia Chan-Olmsted, UFCJC doctoral student (Hyehyun) Julia Kim and Irene Mayor Sanabria, M.A.M.C 2020, was recognized as an Outstanding Paper in the 2023 Emerald Literati Awards competition presented by Emerald Publishing.

“Consumers’ Perception on Artificial Intelligence Applications in Marketing Communication,” published in Qualitative Market Research: An International Journal on Jan. 19, 2022, examined consumers’ perception of artificial intelligence (AI) and AI marketing communication.

The authors found that AI is a multidimensional and relational concept embedded in consumers’ everyday lives; voice-assisted AI can be a smart, simplistic, multifunctional and moody personal assistant; and AI marketing communication can be an unavoidable promotional tool with limited effects.

According to the authors, “Practically, findings of the study suggest that marketers need more insights on the disposition and experiences of the consumers in the context of their interactions with AI for marketing communication purposes. Furthermore, it seems that current practices are limited in their engagement and present multiple layers of frictions in terms of branding and triggering consumers’ purchase behaviors. Therefore, marketers may want to proactively educate and promote AI and AI devices as trustworthy and useful source of brand and product information and ultimately increase the effectiveness of this promotional tool.”

For 30 years, the Emerald Literati Awards have celebrated and rewarded the outstanding contributions of authors and reviewers, not only to journals and books, but to the body of knowledge itself. The Outstanding Paper Awards are chosen by a journal editorial team who review the papers on criteria that includes their impact on generating real change beyond academia, a contribution of something new to the body of existing knowledge and relevance to the practice and future research.

Posted: August 31, 2023
Category: AI at CJC News, Alumni News, College News, Student News
Tagged as: 2023 Outstanding Paper Award, AI Marketing Communication, Emerald Literati Awards, Huan Chen, Hyehyun Julia Kim, Irene Mayor Sanabria, Sylvia Chan-Olmsted