AI-Driven Social Media Marketing and Its Impact on Consumer Behaviour

This study focuses on understanding how AI-driven social media marketing influences consumer behaviour in the current digital environment. With the growing use of artificial intelligence in marketing, tools such as personalized content, chat bots, and automated recommendations are playing a significant role in shaping consumer preferences and purchase decisions. The research examines how these AI-based techniques affect customer engagement, brand awareness, and impulse buying tendencies on social media platforms. It also considers the impact of influencer promotions and targeted advertising on consumer responses. The study is based on primary data collected through a structured questionnaire using stratified sampling. Descriptive statistical methods are applied to analyse the data. The findings highlight how businesses can effectively use AI-enabled strategies to better understand and influence consumer behaviour. .