Keywords
cross-channel marketing
personalization
responsiveness
consumer trust
How to Cite
Abstract
In the evolving landscape of cross-channel marketing, particularly in emerging markets like India, artificial intelligence (AI) acts as a transformative force by enabling personalized interactions, responsive service, innovative content, and transparent recommendations. This study develops a theoretical framework integrating key AI attributes—personalization, responsiveness, creativity, and explainability—to analyses their collective impact on consumer outcomes, including purchase intentions, trust, advertising value, and customer-brand relationships. Employing a quantitative methodology, Structural Equation Modelling (SEM) via AMOS was applied to survey data from 223 digitally active consumers in Tiruchirappalli, Tamil Nadu. The findings reveal that personalization, responsiveness, and explainability significantly enhance consumer trust and strengthen brand relationships. However, AI-generated content (AIGC) influences purchase intentions only indirectly through perceived value and flow experience, while the direct effect of AI features on purchasing behavior is minimal. Overall, AI attributes substantially improve intermediate outcomes like trust and advertising value, but their impact on final behavioral intentions depends critically on these mediating pathways. The study concludes that AI serves not as a direct driver of purchases but as a catalyst for relational and value-based engagement, underscoring the necessity for businesses to prioritize explainability, ethical data practices, and authentic consumer value to achieve sustainable marketing success.
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