{"id":"https://openalex.org/W4394804041","doi":"https://doi.org/10.4018/979-8-3693-2363-2.ch012","title":"Examining the Impact of AI and Digital Marketing on Consumer Purchase Intention","display_name":"Examining the Impact of AI and Digital Marketing on Consumer Purchase Intention","publication_year":2024,"publication_date":"2024-04-15","ids":{"openalex":"https://openalex.org/W4394804041","doi":"https://doi.org/10.4018/979-8-3693-2363-2.ch012"},"language":"en","primary_location":{"id":"doi:10.4018/979-8-3693-2363-2.ch012","doi":"https://doi.org/10.4018/979-8-3693-2363-2.ch012","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-2363-2.ch012","pdf_url":null,"source":{"id":"https://openalex.org/S4210188083","display_name":"Advances in electronic government, digital divide, and regional development book series","issn_l":"2326-9103","issn":["2326-9103","2326-9111"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Electronic Government, Digital Divide, and Regional Development","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4394804043","display_name":"Emerging Developments and Technologies in Digital Government"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5095691087","display_name":"Aditi R. R. Khandelwal","orcid":"https://orcid.org/0000-0003-3503-1985","observed_orcids":["https://orcid.org/0000-0003-3503-1985"]},"institutions":[{"id":"https://openalex.org/I4210154633","display_name":"Inspiration Innovation Synergy University","ror":"https://ror.org/04d3d5q14","country_code":"IN","type":"education","lineage":["https://openalex.org/I4210154633"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Aditi R. Khandelwal","raw_affiliation_strings":["IIS University (Deemed), Jaipur, India"],"raw_orcid":"https://orcid.org/0000-0003-3503-1985","affiliations":[{"raw_affiliation_string":"IIS University (Deemed), Jaipur, India","institution_ids":["https://openalex.org/I4210154633"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5071563893","display_name":"Ratisha Yadav","orcid":"https://orcid.org/0000-0002-6193-1007","observed_orcids":["https://orcid.org/0000-0002-6193-1007"]},"institutions":[{"id":"https://openalex.org/I4210154633","display_name":"Inspiration Innovation Synergy University","ror":"https://ror.org/04d3d5q14","country_code":"IN","type":"education","lineage":["https://openalex.org/I4210154633"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Ratisha Yadav","raw_affiliation_strings":["IIS University (Deemed), Jaipur, India"],"raw_orcid":"https://orcid.org/0000-0002-6193-1007","affiliations":[{"raw_affiliation_string":"IIS University (Deemed), Jaipur, India","institution_ids":["https://openalex.org/I4210154633"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5031053324","display_name":"Ankita Chaturvedi","orcid":"https://orcid.org/0000-0002-0739-5792","observed_orcids":["https://orcid.org/0000-0002-0739-5792"]},"institutions":[{"id":"https://openalex.org/I4210154633","display_name":"Inspiration Innovation Synergy University","ror":"https://ror.org/04d3d5q14","country_code":"IN","type":"education","lineage":["https://openalex.org/I4210154633"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Ankita Chaturvedi","raw_affiliation_strings":["IIS University (Deemed), Jaipur, India"],"raw_orcid":"https://orcid.org/0000-0002-0739-5792","affiliations":[{"raw_affiliation_string":"IIS University (Deemed), Jaipur, India","institution_ids":["https://openalex.org/I4210154633"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100761604","display_name":"A. V. Senthil Kumar","orcid":"https://orcid.org/0000-0002-8587-7017","observed_orcids":["https://orcid.org/0000-0002-8587-7017"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"A. V. Senthil Kumar","raw_affiliation_strings":["Hindusthan College of Arts and Science, India"],"raw_orcid":"https://orcid.org/0000-0002-8587-7017","affiliations":[{"raw_affiliation_string":"Hindusthan College of Arts and Science, India","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.2137,"has_fulltext":false,"cited_by_count":7,"citation_normalized_percentile":{"value":0.95143398,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"220","last_page":"242"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.47920000553131104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.47920000553131104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3149000108242035,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.1890999972820282,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"artificial intelligence","score":0.9449999928474426},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.8889999985694885},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.9909999966621399},{"id":"https://openalex.org/keywords/gender-differences","display_name":"gender differences","score":0.902999997138977},{"id":"https://openalex.org/keywords/age-differences","display_name":"age differences","score":0.7960000038146973},{"id":"https://openalex.org/keywords/data-privacy","display_name":"data privacy","score":0.9100000262260437},{"id":"https://openalex.org/keywords/ai-ethics","display_name":"AI ethics","score":0.7300000190734863},{"id":"https://openalex.org/keywords/transparency","display_name":"transparency","score":0.5600000023841858}],"concepts":[{"id":"https://openalex.org/C70587473","wikidata":"https://www.wikidata.org/wiki/Q7834111","display_name":"Transformative learning","level":2,"score":0.6615461111068726},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6449770927429199},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6364954113960266},{"id":"https://openalex.org/C2780233690","wikidata":"https://www.wikidata.org/wiki/Q535347","display_name":"Transparency (behavior)","level":2,"score":0.5817985534667969},{"id":"https://openalex.org/C196083921","wikidata":"https://www.wikidata.org/wiki/Q7915758","display_name":"Variance (accounting)","level":2,"score":0.5657188892364502},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.48529380559921265},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.4356975257396698},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.4183039963245392},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4097301959991455},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.33331990242004395},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1491032838821411},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C43617362","wikidata":"https://www.wikidata.org/wiki/Q170050","display_name":"Chromatography","level":1,"score":0.0},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C19417346","wikidata":"https://www.wikidata.org/wiki/Q7922","display_name":"Pedagogy","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/979-8-3693-2363-2.ch012","doi":"https://doi.org/10.4018/979-8-3693-2363-2.ch012","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-2363-2.ch012","pdf_url":null,"source":{"id":"https://openalex.org/S4210188083","display_name":"Advances in electronic government, digital divide, and regional development book series","issn_l":"2326-9103","issn":["2326-9103","2326-9111"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Electronic Government, Digital Divide, and Regional Development","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":29,"referenced_works":["https://openalex.org/W1491037026","https://openalex.org/W1567381079","https://openalex.org/W2011447549","https://openalex.org/W2039846567","https://openalex.org/W2051767310","https://openalex.org/W2184907604","https://openalex.org/W2405036719","https://openalex.org/W2599269039","https://openalex.org/W2767327746","https://openalex.org/W2786774752","https://openalex.org/W2817416232","https://openalex.org/W2900849642","https://openalex.org/W2950644143","https://openalex.org/W2953312015","https://openalex.org/W3027937825","https://openalex.org/W3030143497","https://openalex.org/W3048331295","https://openalex.org/W3081261125","https://openalex.org/W3088203119","https://openalex.org/W3092055229","https://openalex.org/W3112635736","https://openalex.org/W3181530885","https://openalex.org/W4200049823","https://openalex.org/W4206220592","https://openalex.org/W4206628254","https://openalex.org/W4384343722","https://openalex.org/W4388023093","https://openalex.org/W4411024719","https://openalex.org/W4411840748"],"related_works":["https://openalex.org/W7211900369","https://openalex.org/W4415536609","https://openalex.org/W7162123527","https://openalex.org/W7216878284","https://openalex.org/W4409970812","https://openalex.org/W7201983562","https://openalex.org/W4366324983","https://openalex.org/W4399979129","https://openalex.org/W4395094313","https://openalex.org/W7215108073"],"abstract_inverted_index":{"This":[0],"study":[1,116],"examines":[2],"the":[3,55,78,91,118,141,150],"impact":[4],"of":[5,19,80,93,121,149],"Artificial":[6],"Intelligence":[7],"(AI)":[8],"and":[9,28,49,82,106,123,130],"Digital":[10,83,124],"Marketing":[11,84,125],"on":[12],"Consumer":[13],"Purchase":[14],"Intention.":[15],"Through":[16],"a":[17],"sample":[18],"400":[20],"respondents":[21],"from":[22],"North-West":[23],"India,":[24],"comprising":[25],"both":[26],"males":[27],"females":[29],"across":[30],"different":[31],"age":[32,72],"groups,":[33],"data":[34,104],"was":[35],"collected":[36],"via":[37],"an":[38],"online":[39],"survey":[40],"questionnaire.":[41],"Statistical":[42],"analyses,":[43],"including":[44],"independent":[45],"t-tests,":[46],"one-way":[47],"ANOVA,":[48],"regression,":[50],"were":[51],"employed":[52],"to":[53,139,158],"assess":[54],"relationships":[56],"between":[57],"these":[58],"variables.":[59],"The":[60,146],"findings":[61,152],"indicate":[62],"that":[63],"gender":[64],"does":[65],"not":[66],"significantly":[67,85],"influence":[68],"purchase":[69,88,132],"intention,":[70,89,133],"while":[71],"groups":[73],"exhibit":[74],"slight":[75],"variance.":[76],"However,":[77],"presence":[79],"AI":[81,112,122],"impacts":[86],"consumer":[87,128],"highlighting":[90],"importance":[92],"adopting":[94],"AI-driven":[95],"digital":[96,143,161],"marketing":[97,162],"strategies":[98],"for":[99,136,155],"businesses.":[100],"Ethical":[101],"considerations":[102],"surrounding":[103],"privacy":[105],"transparency":[107],"are":[108,153],"crucial":[109],"in":[110,126],"leveraging":[111],"effectively.":[113,145],"Overall,":[114],"this":[115],"underscores":[117],"transformative":[119],"potential":[120],"shaping":[127],"behavior":[129],"driving":[131],"providing":[134],"insights":[135],"businesses":[137],"aiming":[138],"navigate":[140],"dynamic":[142],"landscape":[144],"practical":[147],"implications":[148],"study's":[151],"significant":[154],"organizations":[156],"seeking":[157],"improve":[159],"their":[160],"efforts.":[163]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":4}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2024-04-16T00:00:00"}
