Impact of Artificial Intelligence-Enabled Digital Marketing Strategies on Consumer Purchase Behaviour
DOI:
https://doi.org/10.29070/jm2hed85Keywords:
Digital Marketing, Consumer Purchase Behaviour, Artificial Intelligence, Customer Experience, Consumer Trust, Service Quality, Personalization, Predictive AnalyticsAbstract
AI is transforming digital marketing and consumer buying behaviour. When examining how AI-powered digital marketing methods affect customers' buying behaviour, this research was concerned. Twenty 2023–2025 academic studies were selected. A qualitative, descriptive, and conceptual method is used in this research, including secondary data analysis employing peer-reviewed publications and conference proceedings from major academic databases. Thematic content analysis identified the main ways AI affects consumer purchases in selected studies. The results show that AI-enhanced digital marketing affects consumer purchase behaviour in three areas: customer experience, service quality or operational efficiency, or consumer trust. customer relationship management, predictive analytics, recommendation systems, as well as personalised marketing improve customer engagement by personalising experiences, improving service and support, and guiding customers. The analysis also finds data privacy, security, transparency, or trust issues that could impact AI-powered marketing. To better understand the impact of AI on digital marketing and customer purchasing behaviour, the research recommends developing a theoretical framework. A conceptual framework describing the effects of AI on consumer purchasing behaviour should be developed, according to the study. Researchers, marketers, and businesses can use the results to better understand their customers and create marketing strategies that cater to their needs.
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