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Model of the effect of artificial intelligence in advertising: Regarding the importance of ethics in artificial intelligence marketing
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Saleh Mohammed Tamhor1   , Naser Seifollahi Anar *2 , Ghasem Zarei3 , Mohammad Bashokouh Ajirlou3 |
1- Ph.D. student, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , naser_seifollahi@yahoo.com
3- Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (1 Views) |
Background: Due to the rapid developments in digital technologies and increasing competition in the banking industry, the use of new technologies, especially artificial intelligence, as one of the important tools for improving the effectiveness of marketing and advertising activities has attracted the attention of financial organizations. The present study aimed to design a model of the effect of artificial intelligence on advertising, considering the importance of ethics in artificial intelligence marketing.
Method: The study is applied in terms of purpose and mixed (qualitative-quantitative) in terms of approach. In the qualitative part, it was conducted with a data-driven method. The research population was experts in the fields of banking, marketing, and information technology, who were selected as a sample using purposive sampling until theoretical saturation was reached, and data were collected using semi-structured interviews. Analysis was performed using the coding method in Maxqda software. In the quantitative part, descriptive-survey and correlation methods were used to validate the obtained model. The research population was employees in the fields of banking and marketing. Among them, 384 people were selected as a sample using the available sampling method. The instrument was a researcher-made questionnaire, and the data were analyzed using the structural equation modeling method and SmartPLS software.
Findings: Qualitative findings resulted in 120 open codes, 18 axial codes, and the research model was formed. The results of the quantitative part also indicated the fit of the model and the validity of the proposed model.
Conclusion: The results show that the use of artificial intelligence in bank advertising, if done with due regard to the importance of ethics in AI marketing, can increase the effectiveness of advertising, enhance customer experience and satisfaction, strengthen brand credibility, and improve bank marketing performance.
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| Keywords: Artificial Intelligence, Ethics in Marketing, Advertising |
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Full-Text [PDF 902 kb]
(1 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2026/05/11 | Accepted: 2026/07/18 | Published: 2026/09/1
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