Impact of Artificial Intelligence driven promotions on consumers buying from e-commerce websites: An analysis

Registration ID: IJNRD_184813

Published ID: IJNRD2212106

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Anandvardhan, Rukmani Jaiswal

Key words: Programmatic advertisement, artificial intelligence, marketing, consumer behaviour, E-commerce websites, Digital transformation.

Lack of common sense was one of the major limitations of computer devices which has now been eliminated with the introduction of artificial intelligence (AI) technology. With the help of AI, a machine can think and make human-like decisions. In the era of digital transformation, AI technology is slowly making its way into almost every sector where work is done digitally and online retailing is no exception. Artificial Intelligence has reshaped the traditional marketing methods. It offers marketeers a personalized way of dealing with each individual customer by assisting in tailoring their advertisements based on an individual’s previous shopping behaviour and search history on the internet. It also helps in real time advertising also known as programmatic advertising based on current browsing patterns of a visitor on the e-store. This research is an attempt to study and analyze how artificial intelligence driven marketing practices are affecting consumers in online purchases. The objective of the study is to make an investigation on promotion techniques equipped with AI technology by e-commerce websites. The research is based on the primary data which has been collected through online questionnaires. The study would be helpful for e-retailers in performing cost-benefit analysis of their AI based marketing methods. It can also prove helpful for advertisers in deciding whether they should adopt AI-powered advertising and promotional activities.

Published Paper   E-Certificate

Anandvardhan & Rukmani Jaiswal (December-2022). Impact of Artificial Intelligence driven promotions on consumers buying from e-commerce websites: An analysis. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(12), b49-b67. https://ijnrd.org/papers/IJNRD2212106.pdf

Volume 7 Issue 12, December-2022

Pages : b49-b67

Paper Reg. ID: IJNRD_184813

Published Paper Id: IJNRD2212106

Downloads: 000122026

Research Area: Commerce

Author Type: Indian Author

Country: Sitapur, Uttar Pradesh, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2212106.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2212106

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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