Artificial intelligence in digital marketing influences consumer behaviour: a review and theoretical foundation for future research

Article

Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2021. "Artificial intelligence in digital marketing influences consumer behaviour: a review and theoretical foundation for future research." Academy of Marketing Studies Journal. 25 (5), pp. 1-7.
Article Title

Artificial intelligence in digital marketing influences consumer behaviour: a review and theoretical foundation for future research

ERA Journal ID19862
Article CategoryArticle
AuthorsRabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author)
Journal TitleAcademy of Marketing Studies Journal
Journal Citation25 (5), pp. 1-7
Number of Pages7
Year2021
Place of PublicationUnited Kingdom
ISSN1095-6298
1528-2678
Web Address (URL)https://www.abacademies.org/articles/artificial-intelligence-in-digital-marketing-influences-consumer-behaviour-a-review-and-theoretical-foundation-for-future-research-11892.html
Abstract

Tracking the customer journey has become more challenging because of the changing marketing environment. The market is getting bigger and better, with digital markets offering customers countless new options for shopping. Customers share their desires, attitudes, and beliefs through many avenues and mediums, as the need for exceptional customer experience grows across all digital platforms. Artificial intelligence (AI) is the answer to enhancing the digital experience while delivering personalised content. This seemingly endless source of customer- curated data is expanding. Many marketers turn to AI to extract the information and use it. AI empowers businesses to collect and act on detailed real-time customer insights, and through these insights, they can develop customised digital marketing experiences. Businesses have a long way to go before they adopt AI-based applications, but many see the critical benefit of integrating AI into digital marketing practices for building an exceptional customer experience during the buying process. This literature review looks at AI-based digital marketing applications that can enhance the online customer experience using the customer decision journey. It looks closely at how AI integrated digital marketing influences consumer buying behaviour.

Keywordsartificial intelligence, technology, trust, digital marketing, consumer behaviour
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350605. Marketing management (incl. strategy and customer relations)
350601. Consumer behaviour
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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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