Artificial Intelligence-Based Digital Marketing and Consumer Buying Behaviour in the Electronics Sector
DOI:
https://doi.org/10.31305/rrijm.2026.v11.n06.002Keywords:
Artificial Intelligence, Digital Marketing, Consumer Buying Behaviour, Electronics Sector, Personalization, Chatbots, Predictive AnalyticsAbstract
Artificial Intelligence (AI) has become a key component of modern digital marketing, significantly influencing consumer buying behaviour in the electronics sector. AI-powered tools such as personalized recommendations, chatbots, predictive analytics, and automated advertising help businesses understand consumer preferences and deliver customized experiences. These technologies enhance customer engagement, improve decision-making, and increase purchase intentions. This study examines the impact of AI-based digital marketing on consumer buying behaviour in the electronics industry. It highlights how AI-driven strategies contribute to customer satisfaction, brand loyalty, and purchasing decisions while also addressing concerns related to privacy, trust, and ethical use of consumer data. The study concludes that AI plays a vital role in shaping consumer behaviour and is transforming the future of digital marketing in the electronics sector.
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