The Influence of Artificial Intelligence on Impulse Buying: The Mediating Role of Branding on Public Social Media Platforms
Keywords:
Artificial Intelligence, Consumer Behavior, Emotional Buying, Branding, Social NetworksAbstract
This study aimed to investigate the effect of artificial intelligence on customers’ impulse buying behavior, considering the mediating role of branding on public social media platforms. This applied study employed a descriptive-correlational survey design. The statistical population consisted of customers of Digikala, from whom 384 participants were selected using Cochran’s formula and stratified random sampling. Data were collected through standardized questionnaires measuring AI exposure, attitudes toward AI, perceived AI accuracy, impulse buying behavior, and social media branding. The hypotheses were tested using Structural Equation Modeling (SEM) based on the Partial Least Squares (PLS) approach through SmartPLS software. The results revealed that exposure to artificial intelligence had a positive and significant effect on impulse buying (β=0.114, t=3.357, p=0.001). Attitudes toward artificial intelligence (β=0.264, t=6.016, p<0.001), perceived AI accuracy (β=0.084, t=2.648, p=0.008), and branding on public social media platforms (β=0.558, t=16.973, p<0.001) also exerted significant positive effects on impulse buying behavior. Furthermore, Sobel test results confirmed that social media branding played a significant partial mediating role in the relationships between AI-related variables and impulse buying, with VAF values ranging from 0.453 to 0.673. The findings indicate that artificial intelligence can stimulate impulse buying through personalization, enhanced trust, and improved customer experiences. Branding on public social media platforms further strengthens these effects by fostering emotional engagement and reinforcing brand-consumer relationships. Consequently, the integration of AI technologies with effective social media branding strategies can increase customer engagement, enrich shopping experiences, and improve marketing outcomes for online retailers.
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Copyright (c) 2025 Leila Daneshvar; Amir Houshang Tajfar (Author)
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