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Is artificial intelligence really influencing the marketing strategies and consumer behaviour?

By
R.S. Latha ,
R.S. Latha

Research Scholar, Vels Institute of Science, Technology and Advanced Studies, (VISTAS), Pallavaram, Chennai, Tamil Nadu, India

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M. Chandran ,
M. Chandran

Head and Research Supervisor, Department of Commerce, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Pallavaram, Chennai, Tamil Nadu, India

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Abstract

Purpose: The main aim of this research is to measure the influence of different components of artificial intelligence and marketing strategies pursued by the consumers. The research is to identify the impact of different components artificial intelligence on consumer behaviour. The sales forecasting method is found with this much successful through the technology and innovations of artificial intelligence in the marketing domain.
Design / Methodology: The comprehensive framework for evaluating the quality of website design was subsequently accompanied by the collection of data through a web-based survey. The researcher is able to obtain 452 responses which can be used for the main study research and used confirmatory factor analysis and linear multiple regression analysis.
Findings: It is found from the study that the artificial intelligence and its generated suggestions in the marketing Arena is found very much useful for both marketers as well as the consumers. As far as the marketers are concerned the artificial intelligence is very much useful for them to exactly measure and also to get a projective figure of their business turnover in volume. The sales forecasting method is found with this much successful through the technology and innovations of artificial intelligence in the marketing domain.
Practical Implications: This empirical study paved the way to identify and implement several marketing implications useful for the marketers as well as the consumers in different demographic background. It is suggested that the marketers should get a complete data in the form of profiling the consumers, demographic background and their purchase details and technological knowledge so that they can generate appropriate artificial intelligence solutions to attract the consumers and motivate them to make their next purchase within the short span of time.
Originality/Value: The artificial intelligence can also optimize the advertisement campaigns, preserving profile of consumers, quick communication to the consumers, clarity in the marketing approach and to take independent autonomous marketing decisions with respect to consumer behaviour.

How to Cite

1.
Latha R, Chandran M. Is artificial intelligence really influencing the marketing strategies and consumer behaviour?. Salud, Ciencia y Tecnología - Serie de Conferencias [Internet]. 2024 Jun. 12 [cited 2024 Jul. 19];3:996. Available from: https://conferencias.saludcyt.ar/index.php/sctconf/article/view/896

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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