The Impact of AI Marketing Activities on Purchase Intention: The Mediating Role of Brand Experience (A Field Study)
Abstract
The study aimed to examine the mediating role of brand experience in the relationship between artificial intelligence (AI) marketing activities and purchase intention.
Approach: The study adopted a descriptive-analytical approach to explore the potential cause-and-effect relationships among the study variables.
Methodology: Electronic survey questionnaires were distributed to a simple random sample consisting of 511 respondents from Facebook users in the Arab Republic of Egypt. Additionally, a preliminary pilot survey was conducted using an electronic questionnaire on a convenience sample of 91 respondents from Facebook users in Egypt, along with an exploratory sample of 45 respondents, for the purpose of testing the measurement instrument.
Results: The findings revealed a statistically significant positive effect of AI marketing activities on purchase intention. Moreover, AI marketing activities were found to have a statistically significant positive effect on brand experience. Brand experience also demonstrated a statistically significant positive effect on purchase intention. Furthermore, brand experience was found to mediate the relationship between AI marketing activities-across their four dimensions (interaction, information, accessibility, and customization)-and purchase intention.
Recommendations: The study recommends leveraging AI technologies to enhance intelligent user interaction, provide accurate and personalized information, simplify access to services, and improve application usability. It also suggests adopting data-driven customization strategies to deliver personalized experiences that enhance brand experience, increase purchase intention, and strengthen customer loyalty. Additionally, the study emphasizes developing an interactive and user-friendly application supported by augmented reality and engaging content, while directly integrating purchase options to transform digital interaction into actual buying behavior.
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