"Navigating Influence: The Role of AI in Shaping Consumer Purchase Intentions Through Influencer Marketing"

DOI: https://doie.org/10.10399/APER.2025408078

Authors:

Tanya Tyagi, Dr. Poonam Painuly

Keywords:

Influencer Marketing, Purchase Intention, Artificial Intelligence, Digital Marketing, Engagement

Abstract:

Influencer marketing has become a powerful tool for inducing customer behaviour and hovering brand awareness. The research aims to analyze the controlling role of artificial intelligence (AI) in the connection amid influencer marketing and purchase intention of the consumers by analyzing the role of AI techniques used in marketing tactics like personalization, content creation, and many more. To examined the hypotheses, PLS-SEM was used to analyse data from 200 respondents in Uttar Pradesh using descriptive research design with the convenience sampling technique. The results indicate that influencers marketing significantly impacts the purchase intentions of the customers, suggesting that AI has a substantial role in decision making of customers through the usage of different social media podiums. It implies that by predicting consumer behaviour, personalizing recommendations, and improving customer experiences through chatbots and targeted advertisements, AI affects purchase intention, which results in a more satisfied consumer and increased purchase intentions. These results demonstrate AI's expanding role in digital marketing, supporting earlier studies and highlighting how crucial it is in influencing consumers buying decisions. Businesses and decision-makers can benefit from the study's helpful information on how to optimize influencer marketing by carefully combining AI technologies with human-centred approaches. A one-time study, limited data, and a lack of exploration into other factors such as cultural differences and specific AI capabilities are some of the limitations. It is recommended that future research expand on these dimensions to deliver a more inclusive knowledge of how Artificial Intelligence and traditional influencer marketing can complement each other to maximize engagement and purchase intention.

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