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All Journal Electronic Journal of Education, Social Economics and Technology
Suci Awwalya Mahardini
LSPR Institute of Communication and Business, Jakarta, 10220
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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Study on Marketing Transformation through the Adoption of Artificial Intelligence in Communication Sustainability: A Case Study on e-Commerce TikTok Shop Suci Awwalya Mahardini; Yosephin Sandy Cristy
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.1199

Abstract

The purpose of this research is to assist the authors in analyzing the role of artificial intelligence in transforming marketing communication on the TikTok Shop platform, assessing the influence of artificial intelligence on sustainable communication so as to formulate well-digitalized and effective marketing strategies, and analyzing ethical challenges in the use of artificial intelligence aimed at transforming marketing communication. The results of this study indicate that the presence of TikTok Shop, which acts as an e-commerce platform, has successfully adopted sophisticated technology. AI enables TikTok Shop to analyze consumer behavior data in real time, such as products viewed, purchased, and user interactions with content presented on the platform. Based on this data analysis, AI on TikTok Shop can estimate consumer preferences and present more relevant product recommendations.
Co-Authors Yosephin Sandy Cristy