{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,9,26]],"date-time":"2025-09-26T02:40:10Z","timestamp":1758854410846,"version":"3.44.0"},"reference-count":51,"publisher":"Wiley","issue":"23-24","license":[{"start":{"date-parts":[[2025,9,3]],"date-time":"2025-09-03T00:00:00Z","timestamp":1756857600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Concurrency and Computation"],"published-print":{"date-parts":[[2025,10,25]]},"abstract":"<jats:title>ABSTRACT<\/jats:title><jats:p>The incorporation of Artificial Intelligence (AI) is rapidly advancing and significantly shaping consumer purchasing behavior and marketing approaches. This research examines AI's role in increasing the understanding of consumer preferences and digital marketing performance within Pakistan. Despite the potential of technologies such as analytics, machine learning, and recommender systems to enhance personalization, process automation, and user engagement, their application in moderating social media platforms remains underexplored. This study examines the effect and role of Artificial Intelligence (AI) on consumer\u2010buyer behavior and digital marketing, with a key moderating variable being social media. The study, based on the Technology Acceptance Model (TAM), aims to investigate the impact of AI\u2010based technologies on consumer decision\u2010making, which promotes personalization and effectiveness in marketing. Data was collected from 658 Foodpanda users in Pakistan to complete a structured online survey with some standard Likert\u2010scale measurement items. The findings indicate that significant and positive relationships exist among AI, consumer purchasing behavior, digital marketing, and social media engagement. The consumer's purchasing behavior to purchase a product mediates the connection between AI and digital marketing, and social media amplifies the effects of consumer behavior on marketing performance. This study is beneficial to both theory and practice since it validates the theory of TAM in an AI\u2010driven marketing setting and provides practical steps targeted towards those marketers who want to maximize campaigns via AI and social media. There are also limitations and areas of future research discussed.<\/jats:p>","DOI":"10.1002\/cpe.70284","type":"journal-article","created":{"date-parts":[[2025,9,4]],"date-time":"2025-09-04T06:00:47Z","timestamp":1756965647000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Exploring the Impact of <scp>AI<\/scp> on Consumer Behavior and Digital Marketing Through the Lens of Social Media"],"prefix":"10.1002","volume":"37","author":[{"given":"Cui","family":"Weijun","sequence":"first","affiliation":[{"name":"School of Business Nanjing University of Information Science and Technology  Nanjing China"}]},{"ORCID":"https:\/\/orcid.org\/0009-0001-6148-6572","authenticated-orcid":false,"given":"Muzamil","family":"Mohib","sequence":"additional","affiliation":[{"name":"School of Business Nanjing University of Information Science and Technology  Nanjing China"}]}],"member":"311","published-online":{"date-parts":[[2025,9,3]]},"reference":[{"key":"e_1_2_8_2_1","doi-asserted-by":"publisher","DOI":"10.1177\/0266242620962658"},{"key":"e_1_2_8_3_1","doi-asserted-by":"publisher","DOI":"10.1080\/23311975.2021.1944008"},{"issue":"5","key":"e_1_2_8_4_1","first-page":"1","article-title":"Artificial Intelligence in Digital Marketing Influences Consumer Behavior: A Review and Theoretical Foundation for Future Research","volume":"25","author":"Rabby F.","year":"2021","journal-title":"Academy of Marketing Studies Journal"},{"key":"e_1_2_8_5_1","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-020-00749-9"},{"key":"e_1_2_8_6_1","doi-asserted-by":"publisher","DOI":"10.3390\/jtaer16070164"},{"key":"e_1_2_8_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2020.102168"},{"key":"e_1_2_8_8_1","doi-asserted-by":"publisher","DOI":"10.28991\/esj-2021-01315"},{"key":"e_1_2_8_9_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.01.007"},{"key":"e_1_2_8_10_1","doi-asserted-by":"publisher","DOI":"10.1177\/21582440231210759"},{"key":"e_1_2_8_11_1","doi-asserted-by":"publisher","DOI":"10.62754\/joe.v3i4.3594"},{"key":"e_1_2_8_12_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2024.114500"},{"key":"e_1_2_8_13_1","doi-asserted-by":"publisher","DOI":"10.21511\/im.16(2).2020.08"},{"key":"e_1_2_8_14_1","doi-asserted-by":"publisher","DOI":"10.4018\/979-8-3373-4327-3.ch005"},{"issue":"5","key":"e_1_2_8_15_1","first-page":"464","article-title":"The Role of AI\u2010Driven Marketing on Consumer Purchase Decision: A Contextual Study in the Textile Industry of Pakistan","volume":"3","author":"Saqlain M.","year":"2025","journal-title":"International Journal of Social Sciences Bulletin"},{"issue":"2","key":"e_1_2_8_16_1","first-page":"222","article-title":"Digital Innovation and Online Shopping Experience as Drivers of Repurchase Intention in Pakistan's Fashion Industry","volume":"3","author":"Raza S.","year":"2025","journal-title":"ASSAJ"},{"key":"e_1_2_8_17_1","first-page":"115","article-title":"The Role of AI Acquisition in Enhancing Social Media Campaigns: A Study of Digital Media and User Behavior","volume":"3","author":"Rehan M.","year":"2024","journal-title":"Pakistan JL Analysis & Wisdom"},{"key":"e_1_2_8_18_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.techsoc.2022.102190"},{"key":"e_1_2_8_19_1","doi-asserted-by":"publisher","DOI":"10.2307\/249008"},{"key":"e_1_2_8_20_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.46.2.186.11926"},{"key":"e_1_2_8_21_1","doi-asserted-by":"publisher","DOI":"10.62345\/jads.2025.14.1.120"},{"key":"e_1_2_8_22_1","unstructured":"S.Khan \u201cThe Influence of AI\u2010Driven Personalized Content on Social Media Engagement: A Systematic Literature Review \u201d 2025."},{"key":"e_1_2_8_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijin.2022.08.005"},{"key":"e_1_2_8_24_1","doi-asserted-by":"crossref","unstructured":"S.NagyandN.Hajd\u00fa \u201cConsumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary \u201dhttps:\/\/Www.Amfiteatrueconomic.Ro23 no.56(2021):155\u2013173.","DOI":"10.24818\/EA\/2021\/56\/155"},{"key":"e_1_2_8_25_1","doi-asserted-by":"publisher","DOI":"10.3390\/bs14080671"},{"key":"e_1_2_8_26_1","doi-asserted-by":"publisher","DOI":"10.3389\/frai.2025.1541678"},{"key":"e_1_2_8_27_1","doi-asserted-by":"publisher","DOI":"10.6007\/IJARBSS\/v14-i10\/23346"},{"key":"e_1_2_8_28_1","doi-asserted-by":"publisher","DOI":"10.1108\/IMR-04-2024-0132"},{"key":"e_1_2_8_29_1","doi-asserted-by":"publisher","DOI":"10.3390\/info14120664"},{"key":"e_1_2_8_30_1","doi-asserted-by":"publisher","DOI":"10.24036\/jptk.v8i2.44323"},{"key":"e_1_2_8_31_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.01.011"},{"key":"e_1_2_8_32_1","doi-asserted-by":"crossref","unstructured":"L. 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