AI-Driven Social Media Marketing and Its Impact on Consumer Behaviour

International Journal of Emerging Research in Science, Engineering, and Management
Vol. 2, SI1 (2026), pp. 83–87
Proceedings of Selected Papers from the
National Conference on Emerging Trends in Commerce and Management
NCETCM-2K26
2026-03-30 to 2026-03-31
Vijayawada, Andhra Pradesh, India
Organized by Andhra Loyola College, Vijayawada, India
eISSN: 3107-9075

This work is licensed under a Creative Commons Attribution 4.0 International License .

AI-Driven Social Media Marketing and Its Impact on Consumer Behaviour

1P. Vasavi, 2D. Uma Kumari, 3P V S Sairam

1Professor, Department of BBA Aviation Management, Andhra Loyola College (Autonomous), Andhra Pradesh, Vijayawada, India
2Assistant Professor, Department of Business Administration, Andhra Loyola College (Autonomous), Andhra Pradesh, Vijayawada, India
3 Professor, Department of physics, Andhra Loyola College (Autonomous), Andhra Pradesh, Vijayawada, India

Abstract

This study focuses on understanding how AI-driven social media marketing influences consumer behaviour in the current digital environment. With the growing use of artificial intelligence in marketing, tools such as personalized content, chat bots, and automated recommendations are playing a significant role in shaping consumer preferences and purchase decisions. The research examines how these AI-based techniques affect customer engagement, brand awareness, and impulse buying tendencies on social media platforms. It also considers the impact of influencer promotions and targeted advertising on consumer responses. The study is based on primary data collected through a structured questionnaire using stratified sampling. Descriptive statistical methods are applied to analyse the data. The findings highlight how businesses can effectively use AI-enabled strategies to better understand and influence consumer behaviour. .

Keywords: AI-Driven Marketing, Social Media Marketing, Consumer Behaviour, Artificial Intelligence, Personalization.

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DOI: 10.66710/ijersem.v2si1.10

Open Access • Peer Reviewed Article

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This article is part of Volume 2, Special Issue 1 (May 2026)

2026-05-16