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

Rabby, Fazla ORCID: https://orcid.org/0000-0002-2683-7218 and Chimhundu, Ranga ORCID: https://orcid.org/0000-0001-9399-8604 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. ISSN 1095-6298


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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 31 Aug 2021 04:44
Last Modified: 03 Nov 2021 00:05
Uncontrolled Keywords: artificial intelligence, technology, trust, digital marketing, consumer behaviour
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350602 Consumer-oriented product or service development
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
URI: http://eprints.usq.edu.au/id/eprint/43451

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