How do different factors influence customer satisfaction in the context of AI Marketing? : A YouTube-Ads study

Sammanfattning

This thesis examines factors that influence customer satisfaction in regards to AI marketing, using YouTube’s ads as reference. Interplay between the chosen factors trust, privacy, personalization, data transparency and value is examined, along with how these independent factors influence customer satisfaction. The complex relationship between privacy-personalization is further analyzed, along with the importance of trust in customer satisfaction. The thesis method of analysis is multiple regression with the appropriate statistical tests for validity and reliability. A survey was sent out on social channels to collect participants, 93 in total answered. Analysis from this stated that trust was the most important factor, followed by personalization, however, the effects here are mitigated by the personalization-privacy paradox. The importance and challenge for marketers to balance customer privacy and transparency while also optimizing for personalization is highlighted.