Artificial intelligence (AI) techniques: a game-changer in Digital marketing for shop

TL;DR

This paper explores how AI techniques revolutionize digital marketing in shops by enhancing consumer engagement, trust, and loyalty, ultimately influencing purchasing decisions through a survey-based analysis.

Contribution

It provides new insights into the mediating role of consumer engagement in AI-driven digital marketing and its impact on customer decision-making.

Findings

AI techniques positively influence consumer satisfaction and trust.

Consumer engagement mediates the relationship between AI and purchase decisions.

AI enhances shop-customer relationships and loyalty.

Abstract

The quick growth of shops using artificial intelligence (AI) techniques has changed digital marketing activities and changed how businesses interact and reach their consumers. (AI) techniques are reshaping digital interactions between shops and consumers interact digitally by providing a more efficient and customized experience, fostering deeper engagement and more informed decision-making. This study investigates how (AI) techniques affect consumer interaction and decision-making over purchases with shops that use digital marketing. The partial least squares method was used to evaluate data from a survey with 300 respondents. When consumer engagement mediates this relationship, artificial intelligence (AI) techniques have a more favorable impact on purchasing decision-making. Consequently, decision-making is positively impacted through consumer engagement. The findings emphasize that for a bigger impact of the (AI) techniques on decision-making, the consumer must initially interact with the (AI) techniques. This research unveils a contemporary pathway in the field of AI-supported shop engagements and illustrates the distinct impact of (AI) techniques on consumer satisfaction, trust, and loyalty, revolutionizing traditional models of customer-purchase decision-making and shop engagement processes. This study provides previously unheard-of insight, into the revolutionary potential of (AI) techniques in influencing customer behavior and shop relationships