Published Online:November 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM041124
Author Name:Asma Anjum and Manju Priya R
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:75-97
AI-driven digital marketing has yielded both opportunities and obstacles, leading to its impact on consumer data privacy. While consumer data aids marketers in creating effective marketing strategies, it is imperative to ethically handle consumer data as it might lead to a negative influence on consumer behavior towards businesses. The current study is a quantitative analysis that examines, through existing literature, the multifaceted impact of AI-driven digital marketing on consumer data privacy and its resultant impact on consumer behavior towards businesses. A structured questionnaire was used to get insights from 200 randomly selected respondents and Structural Equation Model (SEM) approach was employed to elucidate the complex relationship between AI-driven marketing strategies and privacy concerns among consumers. The findings of the study emphasize the significance of striking a balance between promoting innovation in marketing and safeguarding consumer privacy rights, to ensure ethical application of AI in digital marketing.
AI has revolutionized the realm of digital marketing by transforming the way businesses engage with the target market. It has significantly minimized manual intervention by automating various marketing processes, thereby helping businesses enhance marketing campaigns and efficiently engage with potential customers. AI-powered tools such as sentiment analysis, natural language processing and predictive analytics enable marketers to anticipate customer needs and optimize personalized advertising strategies in realtime (George et al., 2024).