Harnessing AI and Data Analytics: A Psychological Perspective on Consumer Behaviour and Personalised Digital Marketing in an African Country Context

Springer eBooks 2026 Book chapter

View at publisher
Authors: Memory Matsikure, Rudo Nyandima Zengeya, Noah Ariel Mutongoreni, Maurice Kwembeya, Poniso Watema, GRETA MAUWA, Allen Mutumwa, Moreblessing Caroline Mapungwana, Martin Chikozho
DOI: 10.1007/978-3-031-97088-7_7
Cited by: 0
References: 30

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence AI in Service Interactions

Publication details

Journal / source
Springer eBooks
Pages
181–212
Publication date
1 January 2026
Language
EN
Document type
Book chapter