IMPACT OF SOCIAL MEDIA ENGAGEMENT AND ARTIFICIAL INTELLIGENCE ON ONLINE BUYING BEHAVIOUR

Abstract

It has been observed that the Artificial intelligence (AI) has significantly transformed the business strategies as well as consumer behaviour very rapidly. The present study proposes a framework for understanding the impact of AI involving intelligence and deliberate social media engagements on consumers' online purchase behaviour. The analysed primary data have been collected randomly from 577 respondents through a self-administered questionnaire. Both online and interview methods have been adopted for the collection of these data. The findings of the study provide an empirical evidence on how the use of artificial intelligence helps to improve the consumer purchase frequency and spending patterns. More surprisingly, the study has revealed that consumers who spend more time on shopping apps are less likely to spend more money as their purchase frequency is low. On the other hand, social media engagements and the average time spent on social media apps are observed to have a significant and positive impact on online purchase behaviour.