Abstract
The application of online marketing tools and artificial intelligence is fundamentally changing the way businesses operate. According to some sources, someone who is able to use and leverage artificial intelligence can make their activities even more efficient. With this research plan, the researcher can not only evaluate the use of artificial intelligence and the effectiveness of online marketing tools, but also get an answer to the question of whether artificial intelligence is used by those who develop their marketing activities effectively, or just the opposite? After the introduction, I formulate hypotheses that I illustrate in a research model. I define the method of analysis and sampling so that the study, which follows the positivist research philosophy, can be replicated and conducted by others.
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