سامانه همایش های دانشگاه آزاد اسلامی واحد نجف آباد

صفحه اصلی / International Conference on Artificial Intelligence; City, Industry and Health

The impact of AI-based social advertising on consumer purchase intention with the mediating role of brand loyalty

نویسندگان :

Elnaz Vasili¹ Hasan Ghorbani Dinani²

1- PhD Student, Institute of Management, Mo. C.,Islamic Azad University, Mobarakeh, Iran 2- Assistant Professor, Department of Management, Mo. C.,Islamic Azad University, Mobarakeh, Iran

کلمات کلیدی :

artificial intelligence،social advertising،brand loyalty،consumer purchase

چکیده :

With the advancement of technology in recent years, artificial intelligence has gained special importance. This study aimed to investigate the impact of AI-based social advertising on consumer purchase intention with the mediating role of brand loyalty. This descriptive correlational study was conducted on 430 consumers of products whose advertisements on social media were made using artificial intelligence in 1403. The data collection tool in this study was the standard questionnaire of Chen et al (2019). The results show that there are six factors - entertainment value, informativeness, celebrity endorsement, interactivity, trust, and brand image of social media advertising - that affect of artificial intelligence-based social advertising on consumer purchase intention with the mediating role of brand loyalty. The artificial intelligence(AI) is considered one of the main pillars of effective decision-making, in a way that it will be able to predict the attitudes, mental norms, and perceived behavioral control And it can be used to increase the scope for brand growth and brand loyalty among consumers.