Papers by Khalil Israfilzade
Global Journal of Economic and Finance Research, 2024
This study examines the impact of social media marketing (SMM) on consumer behaviour toward susta... more This study examines the impact of social media marketing (SMM) on consumer behaviour toward sustainable fashion practices, addressing critical environmental challenges posed by the fashion industry. The research focuses on the influence of three key SMM components-social media influencers, friends and family, and fashion brands-on consumer adoption of recycling, sustainable fabric choices, and garment care practices. A mixed-method approach was utilized, combining a comprehensive literature review with quantitative data collected through an online questionnaire distributed to a diverse audience. Linear regression analysis was conducted to test three hypotheses, all of which were supported, confirming the significant role of SMM in shaping consumer behaviour. The findings reveal that friends and family are the most trusted sources, followed by fashion brands and influencers, in encouraging sustainable practices. Despite their varying levels of influence, all three components contribute to fostering consumer interest in sustainability. The study underscores the importance of creating engaging, transparent, and reliable content tailored to different audience contexts. It also highlights the challenges of limited consumer awareness and trust, recommending strategies such as collaborative initiatives, incentives, and clear communication to enhance the impact of SMM. This research contributes to the understanding of how SMM can promote sustainable fashion practices, offering practical insights for marketers, business owners, and environmental advocates.
10. INTERNATIONAL EUROPEAN CONGRESS ON ADVANCED STUDIES IN BASIC SCIENCES, 2024
In a short period of time since it was launched, Generative AI has caused widespread interest in ... more In a short period of time since it was launched, Generative AI has caused widespread interest in the content marketing landscape, with significant benefits and notable risks. Undoubtedly, this is the primary reason for marketers, managers, and experts to have a tool that generates unlimited content on any topic. This article examines generative AI in content marketing by providing a holistic view of its benefits and challenges. The benefits of generative AI involve efficiency in content creation, better personalization, cost savings, creativity, and further improvements. Nevertheless, there are risks related to these advantages, including quality of the content, ethical concerns, dependence on technology, the potential for spreading misinformation, and diminished content value. This article attempts to provide a balanced perspective by observing both sides. Furthermore, the article highlights some future trends and developments in generative AI, providing an understanding of its potential impact on content marketing.
INTERNATIONAL SCIENTIFIC CONFERENCE: Multidisciplinary challenges in contemporary science: innovations and collaboration, Sep 15, 2023
The study investigates the complex link between Generative Artificial Intelligence and Anthropomo... more The study investigates the complex link between Generative Artificial Intelligence and Anthropomorphism in the context of Conversational Marketing. Through a comprehensive literature review, the study tracks the evolution of Conversational Marketing, highlighting the transformative role of Generative Artificial Intelligence and the significance of anthropomorphism in enhancing user experiences. Therefore, the current study's developed matrix reveals the impact of varied degrees of Generative Artificial Intelligence and Anthropomorphism on Conversational Marketing. Nevertheless, the synthesis of Generative Artificial Intelligence and Anthropomorphism offers vast potential in Conversational Marketing, but striking a balance between the two is crucial for optimal user experience and effective marketing strategies.
INTERNATIONAL EUROPEAN CONFERENCE ON INTERDISCIPLINARY SCIENTIFIC RESEARCH-VIII, 2023
The evolution of conversational marketing has been significantly impacted by Generative AI and an... more The evolution of conversational marketing has been significantly impacted by Generative AI and anthropomorphic design. This study provides an inclusive review of the literature on the integration of Generative AI and anthropomorphic design in conversational marketing. Initially, the paper explores the concept of anthropomorphism and its psychological drivers, highlighting its role in enhancing the user experience by fostering a sense of familiarity. The incorporation of Generative AI in this paradigm has led to the creation of conversational agents capable of generating human-like, contextually accurate responses, thus transforming the marketing automation landscape. The research investigates the implications of anthropomorphic Generative AI on customer engagement and marketing efficacy. It emphasises the potential benefits, mainly improved user interaction and satisfaction, along with the potential challenges. At the end of this review, it highlights the need for a balanced approach to anthropomorphism in conversational marketing. The paper proposes that conversational agents' design and capabilities must align harmoniously with user expectations to mitigate user dissonance or perceived deception. Given the critical insights drawn from the literature, the paper ends with a research proposal focusing on exploring effective strategies to harmonise user expectations and the capabilities of anthropomorphic conversational agents. This proposed research will provide practical insights for marketers, developers, and researchers looking to navigate the challenges at the intersection of anthropomorphism, Generative AI, and conversational marketing.
Journal of Life Economics, 2023
This research paper provides a comprehensive exploration of the role of Artificial Intelligence (... more This research paper provides a comprehensive exploration of the role of Artificial Intelligence (AI) in value creation within the e-commerce sector, focusing on how task and information complexity affect AI deployment. It first outlines the historical development of value theory and value creation, highlighting the shift from traditional modes to modern interactive and co-creation models. Following this, the paper delves into AI's potential in various e-commerce dimensions including personalization, product recommendation, supply chain efficiency, and more. The centrepiece of the study is a detailed matrix classifying AI into Automated Intelligence, Assisted Intelligence, and Augmented Intelligence, based on the complexity of tasks they execute and the information they analyse. This research study engaged a panel of fifteen industry and academic experts to critically examine and assign complexity scores to various Artificial Intelligence applications within the e-commerce and similar sectors. The experts evaluated task and information complexity, thereby enabling a classification of the applications into a comprehensible matrix. This classification not only provides a guide for AI system design and evaluation but also enhances understanding of their functional dynamics. The paper contributes theoretically by advancing our understanding of AI as a value creator in e-commerce and practically by offering a roadmap for businesses to adopt and leverage AI technologies. As AI continues to revolutionize the e-commerce sector, the findings of this study provide invaluable insights for businesses seeking to gain a competitive advantage in the digital marketplace.
Futurity Economics&Law, 2023
The dynamically evolving digital environment makes crucial the remarketing, a strategy used to re... more The dynamically evolving digital environment makes crucial the remarketing, a strategy used to re-engage consumers who previously showed interest in a product or service. However, the influence of this tactic on different generations, specifically the Generation Y and the Generation Z, remains under-explored. This paper investigates the impact of digital remarketing strategies on the purchasing behaviours of Generation Y (Millennials) and Generation Z consumers, a topical exploration of the rapidly evolving field of digital marketing. A mixed-method approach, utilising both qualitative and quantitative methodologies for data collection is employed. It focuses on five key remarketing tactics: email, display, social media, search engine, and video remarketing. The total sample size was 316 participants, with 147 Gen Y participants accounting for 46.5% of the total and 169 Gen Z participants accounting for 53.5% of the total. The results reveal significant differences in the response of these generations to different remarketing tactics, thus offering an unprecedented perspective on their unique purchasing behaviours. The study concludes with valuable insights for both academic discourse and practical applications. The research enriches the existing body of knowledge on digital remarketing techniques for scholars, and advocates for further studies in the area, especially concerning unexplored remarketing tactics. For practitioners, it delivers actionable insights for the development of generation-specific marketing campaigns, thereby improving their overall performance in the digital
International May Conference on Strategic Management, May 25, 2023
The advent of the Metaverse as an emergent and rapidly evolving virtual environment presents both... more The advent of the Metaverse as an emergent and rapidly evolving virtual environment presents both opportunities and challenges for marketing practitioners and researchers. This literature review critically and pragmatically examines the existing body of knowledge on marketing in the Metaverse, elucidating potential research areas and topics while emphasizing the importance of adopting a balanced and sceptical approach. The review explores four key research domains: customer behaviour and engagement, ethical marketing and social responsibility, evaluation and performance measurement, and technological advances and marketing integration. By identifying constraints, biases, and areas necessitating further investigation, this review provides valuable insights for organizations navigating the uncertain terrain of the Metaverse. The paper encourages future research to delve into the longterm implications of the Metaverse, focusing on its potential impact on society, culture, and the economy. It also advocates for interdisciplinary studies that contribute to a comprehensive understanding of the Metaverse and its effects on marketing strategies and practices. By adopting a critical and pragmatic approach, this literature review aims to guide researchers and practitioners in successfully harnessing the potential of the Metaverse while mitigating risks and fostering responsible, ethical marketing practices in this dynamic virtual landscape.
Management of Organizations: Systematic Research, 2022
Social media enables users to share their purchase experiences. Nevertheless, video content marke... more Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers' positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.
Management of Organizations: Systematic Research, 2022
Nationally and internationally, indiscriminate consumption patterns have caused significant probl... more Nationally and internationally, indiscriminate consumption patterns have caused significant problems, requiring an increase in customer purchasing intentions and attitudes toward choosing green products. This article aims to identify the strategic marketing decisions that influence positive customer purchase intentions toward green products. It covers the research problem of distinguishing the impact of strategic marketing decisions on increasing a customer's favourable purchasing intentions toward green products. Data is collected for this purpose using the survey approach, which involves distributing a well-designed questionnaire to individuals. According to the findings of this study, there is a positive correlation between the variables of environmental awareness, environmental preferences, green brand image, and green product loyalty with customer purchase intentions. Nevertheless, environmental preferences and green brand image are significant in relation to customers' intention to purchase green items.
The Eurasia Proceedings of Educational and Social Sciences
Metaverse can be a difficult concept to comprehend because of its nature which includes richness ... more Metaverse can be a difficult concept to comprehend because of its nature which includes richness and complexity. Researchers, managers, and opinion leaders anticipate that the Metaverse might actually change how customers engage with products and services. On the other hand, much technical staff and business managers are still unfamiliar with the Metaverse as a new business concept. By taking a sceptical viewpoint, the current paper may assist managers and scholars in making better decisions concerning the concept of the Metaverse in a marketing context. The paper begins by describing the metaverse notion in broad and in relation to marketing. Following this, we adopt a sceptical approach towards four critical categories: customer experiences, customer trust, customer engagement, and advertising in the Metaverse. Lastly, we propose future research directions, including defining what marketing in the Metaverse is and describing its narratives while minimising the hype and exaggerated...
The Eurasia Proceedings of Educational & Social Sciences (EPESS),, 2022
Metaverse can be a difficult concept to comprehend because of its nature which includes richness ... more Metaverse can be a difficult concept to comprehend because of its nature which includes richness and complexity. Researchers, managers, and opinion leaders anticipate that the Metaverse might actually change how customers engage with products and services. On the other hand, much technical staff and business managers are still unfamiliar with the Metaverse as a new business concept. By taking a sceptical viewpoint, the current paper may assist managers and scholars in making better decisions concerning the concept of the Metaverse in a marketing context. The paper begins by describing the metaverse notion in broad and in relation to marketing. Following this, we adopt a sceptical approach towards four critical categories: customer experiences, customer trust, customer engagement, and advertising in the Metaverse. Lastly, we propose future research directions, including defining what marketing in the Metaverse is and describing its narratives while minimising the hype and exaggerated claims surrounding it.
Metaverse can be a difficult concept to comprehend because of its nature which includes richness ... more Metaverse can be a difficult concept to comprehend because of its nature which includes richness and complexity. Researchers, managers, and opinion leaders anticipate that the Metaverse might actually change how customers engage with products and services. On the other hand, much technical staff and business managers are still unfamiliar with the Metaverse as a new business concept. By taking a sceptical viewpoint, the current paper may assist managers and scholars in making better decisions concerning the concept of the Metaverse in a marketing context. The paper begins by describing the metaverse notion in broad and in relation to marketing. Following this, we adopt a sceptical approach towards four critical categories: customer experiences, customer trust, customer engagement, and advertising in the Metaverse. Lastly, we propose future research directions, including defining what marketing in the Metaverse is and describing its narratives while minimising the hype and exaggerated claims surrounding it.
Journal of Life Economics, 2020
Молодий вчений, 2017
According todays tendency, we can assume that numerous e-commerce retailers prefer to use drop-sh... more According todays tendency, we can assume that numerous e-commerce retailers prefer to use drop-shipping to satisfy demand. Retailers simply forward clients' orders to provider who sends the order straight to the clients, which all expenses was paid in advance. Aim of the paper is to outline pros and cons of drop-shipping in the new century. Consequently, in descriptive literature analyse, pros and cons of drop-shipping were studied, main aspects were likened in order to come up with conclusion of drop-shipping.
Journal of Life Economics, 2021
Conversational agents are becoming an essential part of a growing number of personal and commerci... more Conversational agents are becoming an essential part of a growing number of personal and commercial encounters, bringing the issue of Conversational Marketing to a broader audience. A conversational agent is a developing technology that will be used in various fields throughout life, including e-commerce. The common characteristics of any conversational agent in whatever area are their capacity to engage in one-to-one personalised real-time dialogue with a human user and their availability 24 hours a day. Scale items for conversational agent phenomena have not been created scientifically or managerially in a business environment. The primary goal of this study was to develop and validate a new scale for conversational agents that could be used to quantify individual interactions in conversational marketing. As a result, the creation of a new scale for conversational agents with the objective of measuring individual customer interactions in conversational marketing was separated into two phases: Scale Development and Scale Validation. The Conversational Agent Usage Scale was developed and validated as a consequence of pilot studies. Additionally, this article discusses the practical consequences of conversational marketing, which can now be accomplished through the use of the Conversational Agent Usage Scale, which may be used by Customer Service & Support, Marketing, and Sales departments.
Journal of Arts, May 2020
We conducted an experiment to explore the effect on aesthetic judgments influenced by the presenc... more We conducted an experiment to explore the effect on aesthetic judgments influenced by the presence and awareness of the title of the abstract paintings produced by Artificial Intelligence. Fifty-two participants (52 students from the Faculty of Fine Arts) were randomly signed into control and experimental groups. Participants of the control group were asked to rate five abstract paintings created by various artists, while the experimental group also rated the same paintings only differing in the names of the author that they were made by Artificial Intelligence. Consequently, in our research, we adopted Berlyne's psychobiological theory, which focuses on the role of arousal as one of the primary determinants of aesthetic preference. The results suggest that the name of AI on title can function as a novelty and surprising reference to denote performance for our visual arts perception despite the fact that it is not created by AI. However, "complexity," "interestingness," and "ambiguity" variables didn't show any statistic significant. These findings extend past research by demonstrating that title presentation affects the perception of abstract art by the participants.
JOURNAL OF LIFE ECONOMICS, May 2, 2020
Ephemeral social media platforms, which displays rich media, primarily images and videos, are onl... more Ephemeral social media platforms, which displays rich media, primarily images and videos, are only available only for a short period of time. It has recently attracted researchers ' attention to better understand how ephemeral social media platforms impact users of social media. We design quantitative survey study that sampling data collected over two weeks (N= 149) to understand engagement differences (consuming, participating, producing) between Millennials and Non-millennials (the Silent Generation, the Baby Boomers, Generation X), on one of the leading ephemeral mobile platforms-on Instagram "Stories". Our data demonstrated that Millennials show statistically significant differences by engaging Instagram "Stories" than Non-millennials. However, results unexpectedly demonstrate that non-millennial (age 40 and more in 2020) users show the same engagement level in "watching" and "reading" ephemeral content as Millennial users.
Ivane Javakhishvili Tbilisi State University Press, 2019
Ephemeral social media platforms, which displays rich media, primarily images and videos, are onl... more Ephemeral social media platforms, which displays rich media, primarily images and videos, are only accessible for a short-term period. It has lately got the attention of researchers in order to understand better, how ephemeral social media platforms are affecting social media users. We design quantitative survey study that sampling data collected over two weeks (N= 149) to understand engagement differences (consuming, participating, producing) between Millennials and Non-millennials, on one of the leading ephemeral mobile platforms-on Instagram Stories. Our quantitative data demonstrated that Millennials show statistically significant differences by engaging Instagram Stories than Non-millennials. However, results unexpectedly demonstrate that non-millennials show the same engagement level in watching and reading ephemeral content as Millennials.
International Journal of Management, Accounting and Economics, 2017
The development of Web 2.0 and the evolving interest for online social networks have prompted the... more The development of Web 2.0 and the evolving interest for online social networks have prompted the exchange of this ''word-of-mouth'' phenomenon to online spaces. Consumer-generated media (CGM) offers consumers the opportunity of sharing their knowledge, contribute their view and connect with other users. While an increasing number of individual engages in consumer-generated media (CGM) consuming, participating and producing levels, the gap between various users each day remaining large. Accordingly, the aim of the article is to determine how Millennials engagement with CGM are different in Azerbaijan and Lithuania. Data from 311 users of CGM from Azerbaijan and Lithuania were analysed through in three different engagement levels of CGM. The findings suggest that except consuming CGM, there is a statistically significant difference in two countries "Y" generation engagement with CGM.
5th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2018, 2018
With the advancement of the Internet, the rise of the Big-data, rapid evolution of the computer s... more With the advancement of the Internet, the rise of the Big-data, rapid evolution of the computer science, huge progression in robotics and programming caused the development of the Artificial Intelligence, which leads it to deal with complex issues and task. Further, this technology seems to be able to generate contents as different as music, poems, paintings, movie or news scripts, jokes along with creative problem-solving. However, can machines create paintings or produce images as an art? Firstly, this paper briefly reviews three main types of creativity that involve different methods of creating new ideas for the creative machine. The paper continues by highlighting the literature on computational creativity and the relation between art and creative machines that already made outputs as an art in order to make conceptual connections between creative machine and paintings. Paper concludes with some remarks concerning the creative, aesthetic and authentic assessment of contents created by creative machines.
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Papers by Khalil Israfilzade