Impact of artificial intelligence on customer engagement and purchase intention: A study on social media platforms

This study investigates how Artificial Intelligence manage to make changes in both purchase intention and customer engagement, while concentrating on social media platforms. Since AI technology became increasingly integrated into digital marketing strategies, the need to understand its effects on purchase intention and customer engagement process became crucial. This research examines the perceived usefulness of AI, ease of use, and the perception of AI algorithms as independent variables, and their effect on purchase intention and customer engagement, with customer engagement serving as a mediator. Through a comprehensive survey method, the research was collected through a five-point Likert scale to capture detailed insights into consumer perceptions and behaviors regarding AI-driven marketing on social media. The analysis gives feedback about data collected from many social media platform campaigns, showing obvious correlations between the dependent variables and independent ones and the mediator. The findings showed that AI marketing, due to its ease of use and perceived usefulness, greatly increases customer engagement. This interaction, in turn, favorably increases purchase intention, underscoring the value of the perception of AI algorithms in optimizing marketing efforts. The effects underscore the transformative potential of AI in marketing, highlighting how tailored AI strategies can drive consumer engagement and purchasing decisions. This study provides an in-depth overview of actual trends in digital marketing especially AI marketing and provides a strategic overview and plan for companies going for a wider online exposure and more consumer engagement.