Understanding the role of artificial intelligence (AI) in personalised engagement marketing. A case of Econet Wireless. · Electronic Theses and Dissertations

Author

Bwititi, Moesha

Title

Understanding the role of artificial intelligence (AI) in personalised engagement marketing. A case of Econet Wireless.

Abstract

This study investigates the role of Artificial Intelligence (AI) in personalised engagement marketing, focusing on Econet Wireless Zimbabwe as a case study. The significance of the study is to achieve the following objectives: To examine how Econet Wireless employs AI technologies in its personalised marketing strategies. To assess the effectiveness of AI-driven personalisation in enhancing personalised engagement marketing outcomes (customer engagement, satisfaction, and loyalty.) To evaluate customer perceptions of AI-enabled marketing messages in terms of relevance, timeliness, and value. A sample size of 309 was used for a casual research design. The researcher used a questionnaire to collect data, using measurement scales that were all based on a 5-point Likert scale. Data was analysed using AMOS software version 27 and SPSS version 26 and the findings are H1 indicated a positive relationship between AI-driven personalisation and Customer Engagement. This shows that customers who perceive AI-driven services as helpful and easy to use tend to interact more frequently with brands, thereby enhancing customer engagement. H2 points to a significantly positive relationship between AI-driven personalisation and Customer satisfaction. This demonstrates that when customers receive timely and relevant AI-generated recommendations, they are more likely to express satisfaction with the brand. H3 indicates a positive relationship between AI-driven personalisation and Customer Loyalty. This is because AI supports loyalty by delivering consistently relevant and satisfying experiences that deepen brand attachment. Lastly, H4 reflected a positive relationship as well between AI-driven personalisation and Customer Perceived relevance, timeless and value of messages. The findings have implications for Econet Wireless and other enterprises in the telecommunications seeking to promote their marketing practices.

Date

June 2025

Publisher

BUSE

Keywords

Econet Wireless

Artificial Intelligence

Personalised Engagement Marketing

Supervisor

Ms. S. Nyengerai