The mediating role of artificial intelligence in the impact of digital marketing on salespeople from the consumer's perspective

This study aims to examine the impact of digital marketing strategies on sales personel from the consumers' perspective, focusing on the mediating role of artificial intelligence (AI)-based applications in this relationship. The research was conducted using survey data collected from 417 participants and analyzed through various statistical methods. The study included descriptive statistics, validity and reliability tests, normality tests, difference tests, and correlation analyses. The validity and reliability tests confirmed high reliability of the scale (Cronbach's Alpha = 0.985), and normality tests indicated that the data were normally distributed. Difference tests revealed no significant differences based on gender and age, while statistically significant differences were found concerning education level, work experience, and sectoral factors. The findings showed that the majority of participants perceive AI-supported shopping as beneficial and time-saving; however, concerns were noted regarding the sharing of financial information. Correlation analysis indicated positive and significant relationships across all sections of the scale. In conclusion, AI-supported shopping systems are positively perceived by consumers, with factors such as education level and work experience influencing this perception. The study demonstrates the potential of AI-based digital marketing applications to enhance customer satisfaction and strengthen purchase intentions.