The rapid advancement of digitalisation and artificial intelligence (AI) has revolutionised global consumer behaviour, reshaping the way individuals interact with brands and make purchasing decisions. This research paper explores the profound impact of digitalisation and AI on consumer behaviour, particularly focusing on the role of social media in influencing purchasing power across industries that were not popular a decade ago. Through a comprehensive analysis of current trends, case studies, and academic research, this paper sheds light on the transformative effects of these technologies on consumer preferences, shopping habits, and brand engagement. By understanding these dynamics, businesses can adapt their marketing strategies and leverage emerging technologies to effectively engage with modern consumers and drive sustainable growth in the digital age.
Digitalisation and AI: Transforming Consumer Behaviour:
Examination of how digitalisation and AI have reshaped consumer preferences and expectations.
Impact of personalised recommendations, chatbots, and predictive analytics on the consumer decision-making process.
Case studies illustrating successful implementations of AI-driven marketing strategies.
Social Media Influence on Purchasing Power:
Exploration of the role of social media platforms in shaping consumer perceptions and driving purchasing decisions.
Analysis of how social media influencers and user-generated content impact brand trust and loyalty.
Effects of social commerce and shoppable posts on impulse buying behaviour.
Industries Transformed by Digitalisation and Social Media:
Case studies highlighting industries that have experienced significant growth due to digitalisation and social media influence.
Examples include the fashion, beauty, travel, and food industries, among others.
Examination of key strategies employed by successful brands to capitalize on digital trends and engage with consumers effectively.
Challenges and Opportunities for Businesses:
Discussion of challenges faced by businesses in navigating the complexities of digitalisation and social media.
Opportunities for leveraging AI-driven insights and social media engagement to enhance consumer experiences and drive sales.
Importance of data privacy, ethical considerations, and transparency in building consumer trust in the digital age.
Future Trends and Implications:
Anticipation of future trends in consumer behaviour influenced by continued advancements in digital technology and AI.
Implications for businesses in adapting marketing strategies and embracing innovative technologies to stay competitive.
Recommendations for further research and exploration of emerging topics in consumer behaviour and digital marketing.
Conclusion:
Call to action for businesses to embrace digital transformation and leverage technology to better understand and engage with modern consumers
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