چکیده مقاله
Artificial Intelligence AI has emerged as a transformative technology in digital marketing, significantly enhancing marketing performance and consumer purchase intention This study investigates the impact of three key AI applications—NLP based chatbots, intelligent recommendation systems, and dynamic smart ads—on digital marketing performance and consumer purchase intention The statistical population comprised 280 digital marketing specialists in Iran, selected through convenience sampling Data were analyzed using Structural Equation Modeling SEM with SmartPLS software Results indicated that AI significantly and positively improves digital marketing performance β = 0 65, p < 0 001 and consumer purchase intention β = 0 72, p < 0 001 Moreover, all three AI applications significantly increased response speed, advertising targeting accuracy, and click through rates These findings align with international studies and demonstrate AI’s high potential to transform digital marketing in Iran However, challenges such as cultural adaptation, infrastructural limitations, and privacy concerns need to be addressed for effective implementation This study provides valuable insights for optimizing AI based digital marketing strategies in the Iranian context
کلیدواژهها
نویسندگان
Fatemeh Zargaran Khouzani
Ph D in Business Management, Allameh Tabataba’i University, Tehran, Iran
Amir Ghaemi
M Sc in Business Administration MBA , Strategic Management, Kharazmi University, Tehran, Iran
شیوه ارجاع
Zargaran Khouzani, Fatemeh and Ghaemi, Amir,1404,The Impact of Artificial Intelligence Applications on Digital Marketing Performance and Consumer Purchase Intention: Evidence from Iranian Digital Marketing Experts,22th International Conference on New Research in Management, Economics, Accounting and Banking (ICMEAB)
ارائهشده در
مجموعه مقالات بیست دومین کنفرانس بین المللی پژوهش های نوین در مدیریت، اقتصاد، حسابداری و بانکداری26 اسفند 1404