The Impact of Digital Products and Artificial Intelligence on Sustainable Marketing Methods

Abstract

In this paper we try to shed lights on the impact of digital products and artificial intelligence on the marketing methods in the manufacturing and service sectors in Germany. Digital products have revolutionized marketing methods by providing various tools and platforms such as social media advertising, data analytics, etc. Logistic regression is used to identify the impact of internal and external R&Ds, expansion of digital products, firms' competitive strategy, and artificial intelligence on the innovative marketing methods in the said sectors in Germany. The empirical results suggest that internal and external R&D expenditure, expansion of digital goods and services, and firm's competitive strategy will contribute to the implementation of innovation in marketing methods. Further, results reveal that AI significantly but negatively moderates the impact of digital products and distribution channels during COVID on marketing methods. Our results have important policy implications for firms to apply AI in their marketing methods via expansion of digital products.

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