This study investigates the transformative impact of artificial intelligence (AI) on marketing communications through an evaluation research approach. Focused on enhancing personalization, efficiency, and strategic insight, the study explores AI’s applications in content creation, customer service, social media, influencer marketing, and predictive analytics. The results reveal a paradigm transition in customer engagement and behaviour analysis, highlighting AI’s role in providing profound insights and facilitating real-time interactions. Personalized marketing and targeted advertising have evolved, with AI analysing vast datasets to craft tailored messages, significantly enhancing communication relevance. AI’s impact extends to content creation and curation, accelerating processes through natural language generation and improving content personalization. Moreover, AI-driven chatbots redefine customer service, providing 24/7 personalized support and actively contributing to marketing strategies. Social media and influencer marketing benefit from AI’s optimization of content delivery, personalization, and campaign impact measurement. The synergy between AI and predictive analytics anticipates consumer behavior, enabling precise targeting and optimizing the customer journey. The study concludes with implications for businesses, advocating strategic AI integration for sustained growth, and emphasizes the necessity of staying attuned to emerging AI innovations in future research. This research serves as a roadmap, guiding businesses toward successfully navigating the digital era’s evolving marketing communications view.

This research offers a rich narrative explaining this multifaceted relationship by exploring the transformative impact of Artificial Intelligence (AI) on marketing by adopting a qualitative descriptive approach for in-depth exploration. The findings reveal profound implications for customer engagement, market strategy, and ethical considerations. The multifaceted integration of AI into marketing enables customer personalization and increases brand loyalty. Predictive analytics enable businesses to develop proactive strategies aligned with future market dynamics. Despite its advantages, ethical considerations surrounding data privacy and consumer consent require AI to be used responsibly and transparently. Integrated augmented reality, virtual reality, predictive customer journeys, and the Internet of Things that transform marketing dynamics must be harnessed to balance ethical concerns. A comprehensive resource for academic researchers and industry professionals, this work provides a clear roadmap for organizations to effectively leverage AI in their marketing operations in an environment of increasing reliance on digital platforms and expanding data availability.

This document explores the phenomenon of greenwashing, a deceptive practice where companies project an environmentally responsible image without substantial environmental benefits that involve strategies like misleading labels, vague claims, and irrelevant or false assertions to appeal to eco-conscious consumers. The research aims to unravel the deceptive strategies employed by companies across various industries, understand the implications of these practices on consumers, investors, and the environment, and assess the effectiveness of current regulatory frameworks in mitigating these activities. This qualitative study employs a thematic analysis of the literature to categorize greenwashing strategies and assess their impacts on consumer trust, environmental sustainability, and corporate accountability. The findings reveal that greenwashing undermines consumer trust, genuine sustainability efforts, and informed decision-making. The study seeks to offer actionable insights for policymakers, businesses, and consumers to address and mitigate the effects of greenwashing. It emphasizes the need for stricter regulations and consumer education to counteract greenwashing. The study also highlights the role of technological advancements like blockchain and IoT in enhancing transparency. The study calls for a multifaceted strategy to address greenwashing, focusing on transparency, accountability, and genuine environmental responsibility.

Artificial Intelligence (AI) plays a dual role in the clean energy transition, acting both as a major energy consumer and as a driver of sustainability. While AI enhances renewable energy forecasting, optimizes smart grids, and improves energy storage efficiency, the rapid growth of AI-driven data centers has significantly increased global electricity demand. AI-related energy consumption is projected to double by 2026 and triple by 2030, accounting for approximately 1.3% of global electricity use. This study adopts a multidisciplinary approach, synthesizing engineering, business, and policy insights to evaluate AI’s energy footprint and contributions to sustainability. The findings reveal that AI-driven optimization enhances smart grid efficiency and forecasting accuracy; however, infrastructure limitations, regulatory gaps, and economic constraints hinder AI’s alignment with sustainability goals. The results are systematically structured across five key themes: key findings, impact on energy consumption, risks and challenges, potential solutions, and policies and regulations. Supported by thematic tables and an original infographic, this study provides a comprehensive analysis of AI’s evolving role. By integrating AI with global sustainability policies, stakeholders can leverage its potential to accelerate the clean energy transition while minimizing the ecological footprint.

This study conducts a comprehensive qualitative analysis of influencer marketing, focusing on Mega, Macro, Micro, Nano, Blog, Vlogging, and Gaming influencers. Each category, distinguished by audience size and engagement strategies, plays a unique role in digital marketing. Mega influencers offer broad brand awareness but require high engagement, while macro-influencers balance broad appeal with niche authority. Micro-influencers excel in niche market trust-building, Nano influencers offer authentic localized potential, and Blog influencers provide SEO-rich content for sustained visibility. Vlogging influencers use dynamic video storytelling, and Gaming influencers impact tech communities. The study emphasizes aligning influencer types with specific goals and target audiences for effective campaigns, providing marketers with a strategic framework for navigating the diverse influencer ecosystem. The study contributes insights into influencer marketing dynamics, aiding marketers in informed decision-making amid the evolving digital landscape.

Electric vehicles (EVs) hold promise for attaining sustainable development objectives and mitigating the effects of global climate change due to their substantial benefits, such as high energy efficiency and low carbon emissions. Research on purchase intentions and behaviors may accelerate the adoption of EVs. Considering that the number of studies on EVs increases in tandem with the size of the market and that mutual interaction supports this two-way growth, conducting studies on consumer behavior in this area in countries where the electric vehicle market is developing, such as Turkey, will provide valuable insights for both the industry and the government. In this study, published articles on the consumer behavior of current and potential purchasers of electric vehicles were analyzed on the axis of Turkey, and the trend of academic studies in the literature was systematized from a holistic standpoint. Co-citation, co-keyword, geographical, and thematic analysis were applied to articles about EV consumer behaviors published between 2004 and 2022 in journals indexed by WoS, Scopus, TR Index, and DergiPark. The results of this study can inform numerous inter-disciplinary studies and researchers on the consumer behavior of electric vehicles. The bibliometric analysis of academic studies on electric vehicle consumers not only closes the market’s knowledge gap and accelerates the adoption process by increasing consumer awareness, but also provides industry representatives and policymakers with insights for the expansion of the EV market.