Role of Artificial Intelligence-Enabled Marketing Strategies on Purchase Decisions

Role of Artificial Intelligence-Enabled Marketing Strategies on Purchase Decisions R. S Latha M Chandran

Modern science's knowledge and technologycontributed significantly to transforming all marketingstrategies into the strongest digitalization phenomenon, whichhas triggered a scientific technological revolution acrossindustries. The main objectives of the study are to enumerateand validate all the components of artificial intelligence-enabledmarketing strategies and to ascertain the existing factorsresponsible for the purchase decision process of customers in thestudy area. The researcher adopted the convenience samplingmethod and collected 467 samples from the study area. It isconcluded that there is a significant influence of customer needs,customer expectation, price consciousness, qualityconsciousness, and perceived prestige on the psychologicaleffects of purchase decisions of customers. These factorsmotivate them to analyze the important requirements of theproduct, its utility, attributes, and extraordinary performance.Keywords: AI-Marketing, Digitalization, Purchase-Behavior,Psychological-Factors, Customer-Expectations
03 28 2025 260 266 https://creativecommons.org/licenses/by-nc-nd/4.0 10.51983/ijiss-2025.IJISS.15.1.33 https://ojs.trp.org.in/index.php/ijiss/article/view/4854 https://ojs.trp.org.in/index.php/ijiss/article/download/4854/7715 https://ojs.trp.org.in/index.php/ijiss/article/download/4854/7715