THE ROLE OF CONSUMER TRUST IN AI-DRIVEN SOCIAL MEDIA MARKETING AND PURCHASE INTENTION IN EMERGING MARKETS

Abstract

The purpose of this study is to investigate how consumer trust affects purchase intention in emerging economies and the use of AI in social media marketing. To supplement earlier research on social media marketing, the study adds Artificial Intelligence (AI) and Consumer Trust to the relationship between social media marketing and consumer behavioral outcomes. In addition to examining how social media marketing affects brand awareness and engagement, the study also looks at how these factors affect consumer trust and purchase intention. Additionally, the relationship between social media marketing and brand awareness as well as between social media marketing and brand engagement uses artificial intelligence as a moderating element. A total of 196 valid social media user questionnaires were evaluated after the main data was gathered using a structured questionnaire. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was the structural equation modeling technique utilized in this study to analyze the obtained data and evaluate the measurement and structural model. The study presents a modern perspective on social media marketing by integrating consumer trust and artificial intelligence into a developing market environment. By improving knowledge of the impact of AI-based social media engagement on customers' perception, engagement, trust, and buy intent toward companies, the results are anticipated to provide a distinctive contribution to the marketing literature. Additionally, the study offers advertisers insightful information about how to leverage AI-powered social media marketing in a way that preserves customer trust and engagement with their target demographic.