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Review Sep 2026

Human Against Virtual Influencers: Can AI Impact Purchase Behavior?

Influencer product advertisements and artificial intelligence (AI) generated content are increasingly present in social media. As companies evolve in their marketing strategies, the use of Virtual Influencers (VI) may be a lucrative way to connect with consumers on social media. Research on VI has found attractiveness,...

Christine Massa, Jordyn Crane, Maryam K. Sharifi et al. · 0 citations
Review Open access 2026

CONSUMER DECISION MAKING -INFLUENCE OF AI-GENERATED ADVERTISEMENTS

As a result of the fast development of artificial intelligence (AI), digital marketing has been revolutionized, and advertising that are created by AI have become an essential component in the process of influencing consumer purchases. The purpose of this research is to investigate the impact that ads powered by artifi...

Srenivasarao K, Cheepu Pavani, V. Nagaiah et al. · 0 citations
Review Open access Aug 2026

Impact of AI-Powered Personalization on Digital Marketing Effectiveness

The continuous growth of Ai has also revolutionized digital marketing by providing enormous personalized consumer experiences on a bigger scale. Interestingly, the study examines how some personalization techniques based on artificial intelligence affect consumer engagement in digital marketing through click-through ra...

B. Geethpriya, P. Sasikumar, R. Mithuna · 0 citations
Open access Sep 2026

When Artificial Intelligence (AI) Becomes Part of the Message: AI Disclosure and the Signaling Value of Social Media Influencer Reputation

The increasing use of AI in influencer marketing is changing how consumers interpret established credibility cues. This study examines whether AI disclosure alters the signaling value of social media influencer reputation (SMIR) in shaping consumer responses towards online private label brands (OPLBs). Drawing on signa...

Maleeha Shahid Sameeni, Zara Imran, Faisal Qadeer et al. · 0 citations
Open access 2026

The Role of Digital Marketing and Artificial Intelligence in Building Online Trust and Sustainable Purchase Intentions: A Comparative Case Study

The rapid expansion of digital technologies has altered how brands engage with their audiences. Artificial intelligence now plays a core role in customizing messages, predicting customer needs, and automating interactions across digital touchpoints. At the same time, environmental concerns and new regulations have made...

M. Krivokuća · 0 citations
#artificial intelligence Open access Sep 2026

The Impact of Artificial Intelligence and Social Media Marketing on Consumer Behavior

It is shown that paid digital channels give a short burst of visibility, but an organic-dominant growth mode promises the CLV/CAC ratio to be far better than one at any cost, and concluded that ethical transparency and multi-channel attribution models are useful tools for organizations that want to achieve organic grow...

Ji-Xuan Cai · 0 citations

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