Synergizing Digital Marketing and AI in Enhancing Sales Performance of Media Industry in Henan, China
Abstract
This study investigates the roles of digital marketing and artificial intelligence (AI) in improving sales performance within the media industry in Henan Province, China. With the rapid digitalization of the market, understanding how these technologies impact sales is crucial for maintaining competitiveness. The research focuses on three key areas: the effect of digital marketing and AI on sales performance, employee perspectives on using these technologies, and the relationship between digital marketing and AI in driving sales. Data was collected from 240 respondents via a structured questionnaire distributed through JotForm and Chinese social media platforms. The demographic analysis showed that most respondents were female (74.2%) and aged between 30-39 years (48.3%). Various statistical tests were employed to ensure data validity and reliability, including normality tests, descriptive analysis, T-tests, and bivariate correlation. The normality test confirmed that the data was well-distributed, while descriptive analysis showed high mean scores, indicating respondents’ understanding of the survey items. The T-test revealed no significant difference in the impact of digital marketing and AI on sales performance, suggesting that both technologies contribute equally. A bivariate correlation test showed a moderate positive relationship between digital marketing and AI, highlighting their complementary roles in enhancing sales. The Cronbach’s Alpha value of 0.94 confirmed high internal consistency in the data. The study concludes that integrating digital marketing and AI into a cohesive strategy is essential for media organizations to maximize their sales performance. It emphasizes the importance of fostering innovation and constructive competition within media networks to encourage digital transformation. Future research should explore the link between innovative marketing and sales performance, particularly in non-Western contexts.
Letters in High Energy Physics (LHEP) is an open access journal. The articles in LHEP are distributed according to the terms of the creative commons license CC-BY 4.0. Under the terms of this license, copyright is retained by the author while use, distribution and reproduction in any medium are permitted provided proper credit is given to original authors and sources.
Terms of Submission
By submitting an article for publication in LHEP, the submitting author asserts that:
1. The article presents original contributions by the author(s) which have not been published previously in a peer-reviewed medium and are not subject to copyright protection.
2. The co-authors of the article, if any, as well as any institution whose approval is required, agree to the publication of the article in LHEP.
