Role of Artificial Intelligence-Enabled Marketing Strategies on Purchase Decisions

Abstract

Modern science's knowledge and technology
contributed significantly to transforming all marketing
strategies into the strongest digitalization phenomenon, which
has triggered a scientific technological revolution across
industries. The main objectives of the study are to enumerate
and validate all the components of artificial intelligence-enabled
marketing strategies and to ascertain the existing factors
responsible for the purchase decision process of customers in the
study area. The researcher adopted the convenience sampling
method and collected 467 samples from the study area. It is
concluded that there is a significant influence of customer needs,
customer expectation, price consciousness, quality
consciousness, and perceived prestige on the psychological
effects of purchase decisions of customers. These factors
motivate them to analyze the important requirements of the
product, its utility, attributes, and extraordinary performance.
Keywords: AI-Marketing, Digitalization, Purchase-Behavior,
Psychological-Factors, Customer-Expectations