George Wilson’s scientific contributions

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Publications (26)


Understanding the Role of Chatbots in Enhancing Customer Service
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August 2024

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773 Reads

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1 Citation

William Brown

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George Wilson

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Oliver Johnson

This study explores the role of chatbots in enhancing customer service, examining their benefits, limitations, and overall impact on modern support systems. Chatbots have emerged as a transformative technology in customer service, offering significant advantages such as increased efficiency through automation of routine tasks, reduced response times, and the ability to provide 24/7 support. By handling high volumes of inquiries and managing repetitive tasks, chatbots alleviate the workload of human agents, allowing them to focus on more complex issues. Additionally, chatbots employ advanced data analytics and machine learning to deliver personalized interactions, enhancing user engagement and satisfaction. Despite these benefits, the research identifies several challenges, including chatbots' difficulty in managing complex queries and their lack of emotional intelligence, which often necessitates escalation to human agents. The study also highlights the importance of well-designed chatbots and seamless integration with existing systems to ensure effective user experiences. Privacy and security concerns are critical, as chatbots handle sensitive customer data, requiring robust measures to protect against breaches and ensure compliance with data protection regulations. Looking ahead, advancements in technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are expected to further enhance chatbot capabilities, addressing current limitations and expanding their role in customer service. The findings suggest that a hybrid approach, combining chatbots with human support, offers the most effective solution for delivering high-quality customer service. Overall, chatbots have proven to be valuable assets, and their continued evolution promises to significantly impact the future of customer service.

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Storytelling.
Social Interaction.
Understanding Consumer Perceptions of Virtual Reality in Marketing

August 2024

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198 Reads

This study explores consumer perceptions of virtual reality (VR) in marketing, aiming to understand how immersive technology impacts engagement and brand perception. As VR continues to evolve and integrate into various marketing strategies, it becomes crucial to examine its effectiveness and the factors influencing consumer attitudes. Through a detailed thematic analysis, this research identifies key themes such as familiarity with VR technology, immersion and engagement, technical quality, accessibility, personalization, storytelling, social interaction, purchase intentions, and brand perception. The findings reveal that familiarity with VR enhances enthusiasm and comfort, leading to more positive attitudes towards VR marketing. The immersive and multi-sensory nature of VR provides a significant advantage over traditional advertising methods, fostering stronger emotional connections and increasing memorability. However, the quality of the VR experience is critical; high-quality graphics and seamless interactions are essential for maintaining positive consumer perceptions. Technical issues, such as lag and motion sickness, can negatively impact the experience, especially for those less acquainted with VR technology. Accessibility remains a challenge, with limited access to VR headsets restricting the reach of VR marketing campaigns. Personalization of VR content is highly valued, though it must be balanced with ethical considerations related to data privacy. The power of storytelling in VR enhances engagement by allowing consumers to actively participate in narratives. Social interaction within VR experiences adds an extra layer of enjoyment. The study also highlights the practical applications of VR marketing in high-involvement sectors and underscores the need for continuous innovation and consumer feedback to maximize the technology's impact. Overall, VR holds significant potential to transform marketing practices by offering immersive, engaging, and memorable experiences that deepen consumer connections and drive positive outcomes.


Understanding the Adoption of Advanced Analytics in Supply Chain Decision-Making

August 2024

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72 Reads

This research explores the adoption of advanced analytics in supply chain decision-making, emphasizing its transformative impact on organizational efficiency and strategic advantage. The study investigates the key drivers behind the adoption of advanced analytics, including the growing complexity of data, the need for agility, and the pursuit of competitive advantage and cost reduction. It identifies significant challenges such as data integration difficulties, high implementation costs, and a shortage of skilled professionals, which organizations face when integrating these sophisticated tools. Despite these challenges, the research highlights the substantial benefits of advanced analytics, including enhanced forecasting accuracy, improved supply chain visibility, optimized processes, and cost savings. The findings indicate that while the implementation of advanced analytics varies across different sectors—such as retail, manufacturing, logistics, and healthcare—the overarching themes of improved efficiency and better decision-making are consistently observed. The study also discusses future trends, noting the integration of emerging technologies such as artificial intelligence, machine learning, and blockchain, which promise to further enhance analytics capabilities and accessibility. The successful adoption of advanced analytics relies not only on technological advancements but also on fostering a data-driven organizational culture, investing in continuous learning, and ensuring robust data governance. As supply chain management continues to evolve, advanced analytics will play a crucial role in driving strategic success and maintaining a competitive edge in a complex and dynamic market environment.


Understanding the Role of Big Data Analytics in Enhancing Customer Experience

August 2024

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617 Reads

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1 Citation

Big data analytics has fundamentally transformed how organizations enhance customer experience by leveraging vast amounts of data to tailor interactions, streamline services, and drive strategic decisions. This research explores the multifaceted role of big data in improving customer experiences, focusing on its impact on personalization, customer service, operational efficiency, and strategic decision-making. By analyzing recent advancements and applications, the study highlights how big data analytics enables highly personalized recommendations, targeted marketing efforts, and dynamic content that significantly enhance customer engagement. Additionally, it examines the improvements in customer service through real-time support, sentiment analysis, and predictive assistance, which collectively contribute to a more responsive and customer-centric approach. The research also addresses how big data analytics optimizes operational efficiency by streamlining workflows, improving resource allocation, and reducing costs, thus enhancing overall organizational performance. Strategic decision-making benefits from data-driven insights into market trends, pricing strategies, and competitive positioning, allowing organizations to adapt and thrive in a competitive environment. However, the study also acknowledges the challenges associated with data quality, privacy, and investment, emphasizing the need for robust measures to address these issues. Furthermore, the integration of big data with emerging technologies such as artificial intelligence, the Internet of Things, and blockchain presents new opportunities and complexities in enhancing customer experience. Overall, this research underscores the transformative potential of big data analytics while highlighting the importance of addressing its associated challenges to fully capitalize on its benefits.


The Role of Machine Learning in Predictive Analytics for Supply Chain Management

August 2024

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165 Reads

This study explores the transformative impact of machine learning on predictive analytics within supply chain management. As supply chains become increasingly complex and dynamic, traditional methods of forecasting and management are proving inadequate. Machine learning offers advanced algorithms capable of analyzing vast datasets to uncover patterns and trends that enhance decision-making processes. This research investigates how machine learning improves demand forecasting accuracy, optimizes inventory management, strengthens supplier relationships, and enhances risk management. The study employs a qualitative approach, analyzing data from industry case studies and expert interviews to identify key themes and challenges associated with the adoption of machine learning. Findings reveal that machine learning significantly improves forecasting precision, reduces inventory costs, and enables proactive supplier and risk management. However, challenges such as ensuring data quality, acquiring specialized skills, integrating new technologies with existing systems, and addressing ethical considerations are critical. The study also highlights the potential of emerging technologies like blockchain, IoT, and 5G to further enhance machine learning applications in supply chain management. This research contributes to a deeper understanding of how machine learning can drive innovation and efficiency in supply chains, while also addressing the hurdles that organizations must overcome. The results underscore the need for a balanced approach that incorporates technological advancements and ethical practices to fully leverage the benefits of machine learning.


The Influence of Digital Marketing on Consumer Purchasing Decisions

August 2024

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3,056 Reads

This study investigates the influence of digital marketing on consumer purchasing decisions, focusing on how various strategies impact consumer behavior. By analyzing data collected from in-depth interviews and thematic analysis, the research highlights several key factors driving consumer engagement and purchases. Personalized content emerged as a significant factor, with tailored recommendations and customized email campaigns creating a sense of individual attention and enhancing consumer involvement. Social media platforms played a pivotal role, with advertisements, influencer endorsements, and user-generated content significantly affecting purchasing decisions. The impact of visual content, including high-quality images and videos, was also notable, as these elements helped consumers better understand products and increased their confidence in making purchases. Email marketing proved effective, particularly when offering exclusive discounts and creating a sense of urgency. Mobile marketing demonstrated its growing influence, with consumers valuing the convenience of mobile-friendly websites and app notifications. The integration of artificial intelligence further improved the shopping experience by providing instant assistance and personalized recommendations. Ethical considerations, such as data privacy and honest advertising, were essential for maintaining consumer trust and loyalty. User-generated content provided authentic insights that influenced purchasing decisions, while omnichannel strategies offered a seamless and flexible shopping experience. Gamification elements, including reward programs and interactive challenges, enhanced consumer engagement and motivation. The study concludes that a multifaceted approach to digital marketing, incorporating these strategies, is crucial for effectively engaging consumers and driving sales. The findings offer valuable insights for marketers aiming to optimize their digital marketing strategies in the evolving digital landscape.


The Influence of Social Media Marketing on Brand Loyalty

August 2024

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2,085 Reads

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1 Citation

This study explores the influence of social media marketing on brand loyalty, employing a qualitative research approach to gain in-depth insights into the key factors that drive consumer engagement and commitment. Through semi-structured interviews with 20 active social media users and a comprehensive analysis of social media content, the research identifies several critical elements affecting brand loyalty. Personalization emerged as a central theme, with tailored content, customized offers, and personalized recommendations significantly enhancing users' emotional connection with brands. High-quality content, characterized by engaging visuals and valuable information, was found to reinforce positive brand perceptions and sustain loyalty. Influencer marketing also plays a pivotal role, with authentic endorsements from relevant influencers boosting brand credibility and trust. Effective community management, involving active engagement, responsive feedback, and relationship-building, contributes to a positive brand experience and strengthens user loyalty. Targeted and relevant social media advertising supports brand loyalty, although excessive or irrelevant ads can lead to disengagement. The study also highlights the importance of balancing interaction frequency and content quality to maintain user interest without causing fatigue. Addressing social media fatigue by delivering relevant and valuable content is crucial for preventing user disengagement. Content that resonates with users' values and emotions further strengthens brand attachment. Consistency in brand voice, visual identity, and values ensures a coherent and positive brand experience. The findings emphasize the need for a strategic approach to social media marketing, integrating personalization, content quality, influencer partnerships, community management, advertising relevance, and consistency to build and sustain strong brand loyalty.


The Impact of Artificial Intelligence on Digital Marketing Strategies

August 2024

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2,148 Reads

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1 Citation

This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.


Impact on Operational Efficiency.
The Adoption of Robotic Process Automation in Marketing Operations

August 2024

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132 Reads

This study investigates the adoption of Robotic Process Automation (RPA) in marketing operations, exploring its impact on efficiency, data accuracy, and overall effectiveness. RPA has emerged as a transformative technology, automating routine tasks such as data entry, report generation, and campaign management, which has significantly enhanced operational efficiency within marketing departments. By automating repetitive processes, RPA enables marketing professionals to focus on strategic and creative tasks, resulting in accelerated campaign execution and improved productivity. Additionally, the integration of RPA with Customer Relationship Management (CRM) systems has led to more accurate and consistent data, providing valuable real-time insights that enhance decision-making and personalization in marketing strategies. Despite these benefits, the study also highlights several challenges associated with RPA adoption. These include concerns about workforce implications, such as job displacement and the need for reskilling, as well as implementation difficulties related to system compatibility and workflow design. Ethical and regulatory considerations, particularly regarding data privacy and compliance, are also critical factors that organizations must address to maintain customer trust and adhere to legal standards. The study further explores the potential of integrating artificial intelligence (AI) with RPA to drive future innovations in marketing automation. AI-driven RPA offers advanced capabilities, including predictive modeling and personalized marketing, which promise to enhance the effectiveness of automation strategies. The findings underscore the need for organizations to adopt best practices in RPA implementation and remain adaptable to technological advancements to fully leverage the benefits of automation and maintain a competitive edge in the dynamic marketing landscape.


Enhanced Communication and Collaboration.
Advanced Data Analytics.
Personalized and Targeted Marketing.
Digital Marketing Campaigns.
Investigating the Impact of 5G Technology on Supply Chain Efficiency and Marketing Innovations

August 2024

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68 Reads

This research explores the impact of 5G technology on supply chain efficiency and marketing innovations, highlighting its transformative potential and associated challenges. The study delves into how 5G enhances real-time tracking and monitoring within supply chains, significantly improving inventory management, reducing stockouts and overstocking, and ensuring optimal conditions during product transit. The advanced communication capabilities of 5G enable seamless collaboration among supply chain partners, facilitating quicker decision-making and improved risk management. Additionally, the integration of 5G technology with data analytics has optimized processes, improved forecasting accuracy, and led to cost reductions, showcasing the value of data-driven decision-making. In the marketing domain, 5G technology has driven the development of immersive augmented reality (AR) and virtual reality (VR) applications, enhancing customer engagement through interactive and experiential content. Personalized and targeted marketing strategies, supported by real-time data and deeper customer insights, have led to higher customer satisfaction and increased sales. The proliferation of connected devices, such as smart speakers and wearables, has further enabled personalized interactions and convenience, fostering brand loyalty and driving growth. Despite these advancements, the implementation of 5G presents challenges, including significant infrastructure investment, cybersecurity risks, and privacy concerns. Companies must navigate these issues by investing in robust security measures and developing comprehensive policies. The research concludes with an optimistic outlook on the future impact of 5G technology, emphasizing its potential to drive innovation, enhance operational efficiency, and transform customer experiences, ultimately shaping the future of business operations.


Citations (9)


... Bilimi ve Python'un Pazarlama Stratejilerine Etkisi Veri bilimi ve Python'un pazarlama stratejilerine etkisi aşağıda birkaç madde halinde özetlenmiştir (Salhab, 2024;Saransh Arora & Sunil Raj Thota, 2024;Wilson et al., 2024): ...

Reference:

Pazarlama Stratejileri için Veri Bilimi ve Python
Exploring the Use of Artificial Intelligence in Personalizing Marketing Campaigns

... However, it requires patronage, which can be impacted through marketing creativity, product durability and a bond with the target market. The type of customers who have been using the brand for a long time helps in the growth of the brand through revenue and word of mouth (Wilson et al., 2024). To this end, there is the need to study consumers adequately, follow the changes taking place in their desires and embark on practicable measures that will enable businesses to develop healthy long-term relationships with their buyers (Yunus, 2023). ...

The Influence of Social Media Marketing on Brand Loyalty

... By leveraging AI, marketers can process vast datasets, derive actionable insights, and create personalized campaigns. This evolution underscores AI's growing importance for businesses striving to remain competitive in an ever-changing market landscape [2]. ...

The Impact of Artificial Intelligence on Digital Marketing Strategies

... Consequently, this reduces financial system stability, especially systematic risk (Risman et al., 2021). Moreover, Brown et al. (2024) observed a positive link between digital payment adoption and bank stability in European frameworks, advocating that digitalization might strengthen a bank's financial survivability through diversified revenue streams and improved risk management. The shift towards more online banking activities has increased the vulnerabilities of data breaches and cyber-attacks, inducing concerns over data integrity and financial security. ...

Exploring the Adoption of Digital Payment Systems in Retail

... As Brown et al. (2024) explain, we can say that improving operational efficiency through chatbots results in decreased response time and transaction costs. Such low-complexity engagements are consistent with chatbots, allowing them to perform tedious tasks and let human agents handle issues that demand emotive sensitivities [7]. ...

Understanding the Role of Chatbots in Enhancing Customer Service

... In addition, Choudhury & Agarwal (2021) report that around 30% of financial institutions face difficulties in finding skilled personnel with the necessary analytical capabilities to effectively manage and leverage Big Data. Another risk to consider is the potential for errors in data analysis and interpretation, which could adversely affect strategic decisions; more than 25% of Big Data-based decisions are found to be inaccurate due to the limited analytical skills among managers (Brown et al., 2024). Previous research on the integration of Big Data in risk management within the banking sector highlights that this technology significantly enhances the effectiveness of risk identification and mitigation. ...

Understanding the Role of Big Data Analytics in Enhancing Customer Experience

... Adopsi teknologi blockchain dalam manajemen rantai pasokan tentu juga menghadapi sejumlah tantangan meskipun potensinya besar dalam meningkatkan transparansi, pelacakan, dan efisiensi. Hambatan utama meliputi kompleksitas teknologi, karena integrasi blockchain membutuhkan keahlian khusus yang masih jarang dimiliki oleh banyak organisasi [17], serta tingginya biaya awal yang cukup memberatkan, terutama bagi usaha kecil dan menengah. Selain itu, ketidakpastian regulasi terkait blockchain menyebabkan keraguan di antara para pemangku kepentingan untuk berinvestasi [18], sementara masalah skalabilitas dan interoperabilitas menghambat integrasi yang efektif dengan sistem lain [19]. ...

Exploring the Adoption of Blockchain Technology in Supply Chain Management

... Companies that successfully adopt digital technologies strategically can more easily adapt to dynamic market changes and are able to provide better services to customers. In the retail sector, integration between e-commerce platforms, data analytics, and cloud-based inventory management systems enables more responsive supply chain management and a more personalized customer experience (Brown, 2024). This not only increases customer loyalty, but also enables companies to maintain a competitive position in an increasingly digitized market. ...

Influence of E-Commerce Technologies on Supply Chain Management in Retail

... Колектив авторів G. Wilson, W. Brown та O. Johnson досліджував вплив технологічних інновацій на ефективність роздрібного маркетингу [7]. ...

Technological Innovations and Their Effect on Retail Marketing Effectiveness