پژوهش های نوین در مطالعات علوم انسانی اسلامی

پژوهش های نوین در مطالعات علوم انسانی اسلامی

تحلیل راهبردها و پیامدهای کاربرد هوش مصنوعی در تبلیغات با رویکرد داده بنیاد (مورد مطالعه: بانک های عراقی)

نوع مقاله : مقاله پژوهشی

نویسندگان
شریف نایف طه 1
ناصر سیف‌الهی انار 2
قاسم زارعی 3
محمد باشکوه اجیرلو 4
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 گروه مدیریت بازرگانى ، دانشکده علوم اجتماعى ، دانشگاه محقق اردبیلى , اردبیل ، إیران
3 گروه مدیریت بازرگانى ، دانشکده علوم اجتماعى ، دانشگاه محقق اردبیلى ، اردبیل ، إیران.
4 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل. ایران
10.22034/api.2026.2089190.1752
چکیده
پژوهش حاضر با هدف تحلیل راهبردها و پیامدهای کاربرد هوش مصنوعی در تبلیغات بانک های عراقی انجام شده است. این مطالعه در پاسخ به نیاز راهبردی بانک‌های دولتی و خصوصی عراق برای تحول دیجیتال و داده‌محور در بازاریابی مالی انجام گرفته و در پی آن است که پیوند میان فرهنگ سازمانی، اخلاق تبلیغاتی و زیرساخت داده‌ای را در چارچوبی مفهومی و کاربردی تبیین کند. روش تحقیق این مطالعه کیفی و داده‌بنیاد بر اساس مدل نظام‌مند استراوس و کوربین است. داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته عمیق با 20 نفر از خبرگان بانکی، مدیران ارشد بازاریابی و متخصصان فناوری اطلاعات در شهر بغداد تا رسیدن به اشباع نظری گردآوری شدند. تحلیل داده‌ها در سه مرحله‌ی کدگذاری باز، محوری و انتخابی انجام گرفت و برای افزایش دقت کدگذاری از نرم‌افزار MAXQDA بهره گرفته شد. روایی و پایایی داده‌ها بر پایه معیارهای لینکلن و گوبا شامل اعتبار، تأییدپذیری، قابلیت انتقال و قابل اتکا بودن تایید گردید. نتایج تحلیل‌ها منجر به استخراج راهبردها (همکاری بین‌بخشی، حاکمیت اخلاقی و انتخاب الگوریتم‌های بومی)، و پیامدها (افزایش اعتماد مشتری، ارتقای کارایی تبلیغاتی و تحول نهادی) شد.
کلیدواژه‌ها
هوش مصنوعی
تبلیغات بانکی
ارتقای کارایی
تبلیغاتی
تحول دیجیتال
موضوعات

عنوان مقاله English

Analysis of the strategies and consequences of the use of artificial intelligence in advertising with the foundation's data approach (case study: Iraqi banks)

نویسندگان English

SHarif Naef Taha 1
Naser Seifollahi Anar 2
GHasem Zarei 3
Mohamad Bashokouh Ajirlou 4
1 Department of Business Administration,Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabili, Iran
3 Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
4 Department of business Management, Faculty of social sciences, university of mohaghegh Ardabili, Ardabil. iran
چکیده English

The present study aims to analyze the strategies and consequences of the use of artificial intelligence in advertising in Iraqi banks. This study was conducted in response to the strategic need of Iraqi public and private banks for digital and data-driven transformation in financial marketing and seeks to explain the link between organizational culture, advertising ethics, and data infrastructure in a conceptual and practical framework. The research method of this qualitative and data-based study is based on the systematic model of Strauss and Corbin. Data were collected through in-depth semi-structured interviews with 20 banking experts, senior marketing managers, and information technology specialists in Baghdad until theoretical saturation was reached. Data analysis was carried out in three stages of open, axial, and selective coding, and MAXQDA software was used to increase the accuracy of coding. The validity and reliability of the data were confirmed based on Lincoln and Guba's criteria including credibility, verifiability, transferability, and dependability. The results of the analyses led to the extraction of strategies (inter-sectoral collaboration, ethical governance, and selection of native algorithms), and outcomes (increasing customer trust, improving advertising efficiency, and institutional transformation).

کلیدواژه‌ها English

Artificial intelligence
banking advertising
improving advertising efficiency
digital transformation
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