Date of Award
Spring 4-28-2025
Document Type
Thesis
Publication Status
Version of Record
Submission Date
July 2026
College Granting Degree
Harriet L. Wilkes Honors College
Thesis/Dissertation Advisor [Chair]
Kanybek Nur-tegin
Abstract
In recent years, machine learning algorithms have become a vital tool in marketing, yet their impact remains underexplored. This study investigates the mechanisms and applications of machine learning algorithms in marketing strategies, assessing whether they benefit or restrict the effectiveness of marketing strategies. Through relevant research and case studies, we argue that while machine learning-driven marketing offers measurable benefits in personalization and return on investment, its implementation must be balanced with ethical considerations to avoid biased outcomes.
Recommended Citation
Dunn, Kassidy, "HOW EFFECTIVE ARE MACHINE LEARNING ALGORITHMS IN ENHANCING MARKETING STRATEGIES?" (2025). Harriet L Wilkes Honors College Theses. 34.
https://digitalcommons.fau.edu/etd_honors/34