An Analytical Study of AI-Driven Digital Marketing Perception and Its Influence on the Purchasing Decisions among College Students

Abstract

The paper focuses on the concept of student reaction and perception towards the use of digital marketing practices involving artificial intelligence (AI) among college students in Madurai. It will describe the demographic attributes of such digital consumers and identify their preferred AI-based marketing platforms and evaluate the impact of AI-based marketing on their buying behaviors, especially following the COVID-19 pandemic. Using a quantitative research design, 275 college students were a sample of the study, whose data was collected using a structured questionnaire. The SPSS was used to carry out the analysis, where descriptive statistics, factor analysis and Chi-square have been applied. Findings suggest that the students have a high affinity towards mobile AI platforms particularly smartphones and AI-enabled online communities. In addition, the researchers concluded that there is a strong correlation between occupational status of students and their selection of AI marketing channels, thus the null hypothesis was rejected. The findings can be useful in informing the marketer to develop focused, AI-driven, mobile-first marketing strategies that meet the interests and behaviors of young adults in Madurai.