“AI-Driven Marketing Strategies and Their Impact on Consumer Purchase Behavior”
Keywords:
[AI-driven marketing, Consumer behavior, Personalized recommendations, Sentiment analysis, Digital marketing analytics]Abstract
Artificial Intelligence (AI) has revolutionized digital marketing by enhancing personalization, predictive analytics, and automation. This study examines the impact of AI-driven marketing strategies personalized recommendations, chatbot interactions, dynamic pricing, sentiment analysis, and AI-powered advertisements on consumer purchase behavior. Using a sample size of 350 respondents, hypothesis testing was conducted using statistical methods such as t-tests, ANOVA, chi-square, and regression analysis. The results indicate that personalized recommendations, sentiment analysis, and AI-powered advertisements significantly influence purchase decisions, while chatbot interactions and dynamic pricing strategies do not have a notable impact. Findings suggest that AI-driven marketing enhances consumer engagement, trust, and brand loyalty, reinforcing its importance in modern digital strategies. However, challenges such as ethical considerations, privacy concerns, and algorithmic biases remain. Businesses must balance AI innovations with responsible marketing practices to optimize consumer experiences. This research contributes to the evolving discourse on AI's role in shaping consumer behavior, offering insights for marketers and researchers aiming to leverage AI for enhanced customer engagement and business growth.
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References
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