Investigating the Impact of Digital Transformation

Abstract

Digital transformation is fundamentally changing the way companies operate and engage with their customers, leading to significant shifts in various aspects of society. This thesis offers a thorough analysis of the multifaceted impact of digital transformation on businesses and society by focusing on three distinct yet interconnected perspectives: the role of artificial intelligence (AI) in customer care, the influence of user-generated content (UGC) on informational accessibility and inclusivity, and the effect of crowdsourcing on operational efficiency. First, I study how the identity cues of AI agents influence customers' strategic expression of emotions and satisfaction in customer care interactions. By emphasizing the significance of transparency and the potential challenges of non-disclosure in AI-mediated customer care, this research contributes to the growing literature on the social and behavioral implications of AI in business settings. Second, the thesis examines the underrepresentation of plus-sized users in online reviews and its consequences for informational asymmetry and purchasing behavior. By highlighting the role of privacy concerns arising from societal stigma and the need for platforms to actively promote inclusivity, this research sheds light on the crucial issue of informational accessibility and inclusivity in the digital era. Third, the thesis explores how leveraging crowdvoting in assortment planning can enhance a subscription-based platform's operational performance and user engagement. By demonstrating the transformative potential of crowdsourcing in retail operations, this research contributes to the literature on the impact of digital transformation on business processes and customer engagement. By synthesizing insights from these three perspectives, this thesis contributes to the complex and multifaceted impact of digital transformation on businesses and society. It underscores the importance of balancing technological innovation with social responsibility, efficiency with equity, and progress with inclusivity. Ultimately, this thesis serves as a foundation for future research on the evolving impact of digital transformation, emphasizing the need for ongoing, interdisciplinary investigations that keep pace with the rapid advancements in technology and their far-reaching implications for business and society.