@masterthesis{Gniffke, type = {Bachelor Thesis}, author = {Gniffke, Jennifer Eileen}, title = {Sole Searching in Germany: Customer Journeys and the Effect of AI Marketing Tools on Footwear Purchases}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-18351}, school = {Hochschule Rhein-Waal}, pages = {135}, abstract = {This thesis examines the effects Artificial Intelligence Marketing has on German customers and their Customer Journey. As Artificial Intelligence is gaining in significance in our lives, it is also starting to make its way into marketing, though it is still in its early stages here. Compared to other countries, like China and the USA, Germany's adaptation of Artificial Intelligence solutions is limited. Current literature shows that the opinions of customers on Artificial Intelligence Marketing in Germany are still rather unexplored. Semi-structured interviews with six young adults from Germany were conducted to investigate their Customer Journey for footwear purchases. Additionally they were introduced to Artificial Intelligence Marketing and their acceptance was analyzed by using the Technology Acceptance Model. The analysis of the results shows that the factor of assistance through Artificial Intelligence Marketing is appreciated by most who do not know what they want before they start their Customer Journey. It is concluded that the actual usage and how this affects German Generation Z customers is dependent on their Customer Journey and how they prefer to shop.}, language = {en} }