Paper Title
IMPACT OF AI-DRIVEN DIGITAL MARKETING AND INFLUENCER STRATEGIES ON CONSUMER BUYING BEHAVIOUR IN THE E-COMMERCE INDUSTRY IN INDIA
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Registration ID: IJNRD_325504
Published ID: IJNRD2605687
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Keywords
Artificial Intelligence, Digital Marketing, Influencer Marketing, Consumer Buying Behaviour, AI Analytics, E-Commerce Industry, Personalized Marketing, Customer Engagement, Predictive Analytics.
Abstract
The development of Artificial Intelligence (AI) technologies and advanced digital marketing practices has brought remarkable changes to the Indian e-commerce sector. Organizations increasingly utilize AI-powered digital marketing tools and influencer strategies to improve customer engagement, personalized communication, purchase intention, and customer satisfaction. AI technologies such as machine learning, recommendation systems, predictive analytics, and sentiment analysis enable organizations to understand customer preferences and improve marketing efficiency. The present study investigates the influence of AI-driven digital marketing and influencer strategies on consumer buying behaviour in the Indian e-commerce industry. The research focuses on AI personalization, influencer credibility, customer engagement, recommendation systems, and online purchase behaviour. A quantitative and empirical research approach was adopted using structured questionnaires distributed among online consumers across India. A total of 500 valid responses were collected and analyzed using statistical tools such as Percentage Analysis, Correlation Analysis, Regression Analysis, ANOVA, Factor Analysis, and Structural Equation Modeling (SEM). The findings indicate that AI-powered personalization, influencer authenticity, recommendation systems, and predictive analytics significantly affect customer satisfaction, customer trust, and online buying decisions. The study concludes that AI-driven digital marketing and influencer strategies positively contribute to organizational growth and customer retention in the Indian e-commerce industry.
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How To Cite (APA)
Masabatthula Naresh (May-2026). IMPACT OF AI-DRIVEN DIGITAL MARKETING AND INFLUENCER STRATEGIES ON CONSUMER BUYING BEHAVIOUR IN THE E-COMMERCE INDUSTRY IN INDIA. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(5), g728-g733. https://ijnrd.org/papers/IJNRD2605687.pdf
Issue
Volume 11 Issue 5, May-2026
Pages : g728-g733
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Paper Reg. ID: IJNRD_325504
Published Paper Id: IJNRD2605687
Research Area: Computer Science and IT
Author Type: Indian Author
Country: -, -, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2605687.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2605687
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