THE ROLE OF AI USING BUSINESS INTELLIGENCE IN E-COMMERCE-BASED ONLINE BUSINESSES
Keywords:
Communication Science, Digital Communication, Communication Effectiveness, Digital Business Intelligence, E-commerce, Business IntelligenceAbstract
This research discusses the role of communication science in building effective communication in the digital era, with a focus on the use of digital communication technology, audience understanding, two-way interaction, and the application of communication ethics. Technological advances have changed the way organizations and individuals communicate, requiring a more personalized, interactive and data-driven communication approach to increase audience engagement. The research method used is a quantitative approach through a survey of 500 respondents, which assesses the effectiveness of various aspects of digital communication such as the use of audience data, content innovation and information credibility. The research results show that two-way interactions (83% of respondents) and digital content innovation (85% of respondents) have a significant impact in building audience engagement and loyalty. Meanwhile, data-based audience understanding also increases communication effectiveness with an average score of 4.5 on a scale of 1-5. These findings provide important insights for communication practitioners to improve the quality of relationships with audiences through a more relevant and adaptive approach to technological changes. The study recommends increased collaboration between the communications and technology fields, as well as further education on digital ethics to strengthen the credibility of communications in the future.
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