{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T04:54:55Z","timestamp":1771563295523,"version":"3.50.1"},"reference-count":43,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2024,11,18]],"date-time":"2024-11-18T00:00:00Z","timestamp":1731888000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Artif. Intell."],"abstract":"<jats:p>This research looks in detail at the dynamics of pink marketing and its effect on the purchase behavior of Saudi women through mobile applications, with an emphasis on Artificial Intelligence (AI) as a moderator. Furthermore, this study assesses the effects of customized pink marketing strategies \u2013 product, price, promotion, and place \u2013 on buying intentions and behaviors. A closed-ended questionnaire was adopted to measure constructs associated with women\u2019s mobile app purchase behavior influenced by pink marketing and AI elements. Structural Equation Modeling (SEM) was the study tool used to examine how AI affects women\u2019s consumer behavior and how it influences pink marketing. The results suggest that each component of the pink marketing mix significantly influences buying behavior, especially price and promotion. Additionally, AI has a significant moderating effect, improving the personalization and effectiveness of marketing activities. The results of this study highlight the essential role of AI in forming consumer engagement in the digital market, providing useful input for marketers who intend to target women in Saudi Arabia. This study complements the understanding of gender marketing in the digital era and provides a vision for the possibility of AI fundamentally changing traditional approaches.<\/jats:p>","DOI":"10.3389\/frai.2024.1502580","type":"journal-article","created":{"date-parts":[[2024,11,18]],"date-time":"2024-11-18T06:11:19Z","timestamp":1731910279000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":2,"title":["The effect of AI on pink marketing: the case of women\u2019s purchasing behavior using mobile applications"],"prefix":"10.3389","volume":"7","author":[{"given":"Hasan","family":"Beyari","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1965","published-online":{"date-parts":[[2024,11,18]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organ. Behav. Hum. Decis. Process."},{"key":"ref2","first-page":"67","volume-title":"Theory of reasoned action-theory of planned behavior","author":"Ajzen","year":"2007"},{"key":"ref3","doi-asserted-by":"publisher","first-page":"36","DOI":"10.3390\/jrfm16010036","article-title":"Factors influencing consumer behavior towards online shopping in Saudi Arabia amid covid-19: implications for E-businesses post pandemic","volume":"16","author":"Al Hamli","year":"2023","journal-title":"J. Risk Finan. Manag."},{"key":"ref4","doi-asserted-by":"publisher","first-page":"152","DOI":"10.3390\/jtaer19010009","article-title":"A consumer behavior analysis framework toward improving market performance indicators: Saudi\u2019s retail sector as a case study","volume":"19","author":"Alawadh","year":"2024","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref5","doi-asserted-by":"crossref","first-page":"188","DOI":"10.4018\/978-1-4666-8156-9.ch012","article-title":"Ajzen and Fishbein's theory of reasoned action (TRA) (1980)","volume-title":"Information seeking behavior and technology adoption: theories and trends","author":"Al-Suqri","year":"2015"},{"key":"ref6","doi-asserted-by":"publisher","first-page":"320","DOI":"10.3390\/jtaer16030022","article-title":"Influence of perceived risk dimensions on e-shopping behavioural intention among women\u2014a family life cycle stage perspective","volume":"16","author":"Amirtha","year":"2020","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref7","doi-asserted-by":"publisher","first-page":"10213","DOI":"10.3390\/su141610213","article-title":"Social commerce acceptance after post COVID-19 pandemic in Saudi women customers: a multi-group analysis of customer age","volume":"14","author":"Andijani","year":"2022","journal-title":"Sustain. For."},{"key":"ref8","doi-asserted-by":"publisher","first-page":"233","DOI":"10.3390\/jrfm16040233","article-title":"The changes in the perceptions of women towards the symbolic value of gold: marketing and financial implications","volume":"16","author":"Andrli\u0107","year":"2023","journal-title":"J. Risk Finan. Manag."},{"key":"ref9","doi-asserted-by":"publisher","first-page":"9637","DOI":"10.3390\/su14159637","article-title":"The effect of artificial intelligence on end-user online purchasing decisions: toward an integrated conceptual framework","volume":"14","author":"Beyari","year":"2022","journal-title":"Sustainability"},{"key":"ref10","doi-asserted-by":"publisher","first-page":"3003","DOI":"10.3390\/app13053003","article-title":"Analysis of factors affecting purchase of self-defense tools among women: a machine learning ensemble approach","volume":"13","author":"Borres","year":"2023","journal-title":"Appl. Sci."},{"key":"ref11","doi-asserted-by":"publisher","first-page":"56","DOI":"10.54066\/ijmre-itb.v1i4.942","article-title":"The impact of absorptive capacity on banking performance: an analysis of the mediating effects of marketing mix and innovation","volume":"1","author":"Budianto","year":"2023","journal-title":"Int. J. Manag. Res. Eco."},{"key":"ref12","doi-asserted-by":"publisher","first-page":"1612","DOI":"10.3390\/jtaer16050091","article-title":"eWOM in C2C platforms: combining IAM and customer satisfaction to examine the impact on purchase intention","volume":"16","author":"Bueno","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref13","doi-asserted-by":"publisher","first-page":"8888","DOI":"10.3390\/su12218888","article-title":"Online recommendation systems: factors influencing use in e-commerce","volume":"12","author":"Cabrera-S\u00e1nchez","year":"2020","journal-title":"Sustain. For."},{"key":"ref14","doi-asserted-by":"publisher","first-page":"10841","DOI":"10.3390\/su131910841","article-title":"Integrating personal and pro-environmental motives to explain Italian women\u2019s purchase of sustainable clothing","volume":"13","author":"Carfora","year":"2021","journal-title":"Sustain. For."},{"key":"ref15","author":"Cha","year":"2019"},{"key":"ref16","doi-asserted-by":"publisher","first-page":"10177","DOI":"10.3390\/su122310177","article-title":"Consumer attitudes and purchase intentions toward food delivery platform services","volume":"12","author":"Chen","year":"2020","journal-title":"Sustainability"},{"key":"ref17","doi-asserted-by":"publisher","first-page":"782","DOI":"10.1080\/1528008X.2022.2080148","article-title":"The influences of services marketing mix (7ps) on loyalty, intentions, and profitability in the Egyptian travel agencies: the mediating role of customer satisfaction","volume":"24","author":"Elgarhy","year":"2023","journal-title":"J. Qual. Assur. Hosp. Tour."},{"key":"ref18","doi-asserted-by":"publisher","first-page":"49","DOI":"10.3390\/cosmetics9030049","article-title":"Usage patterns and self-esteem of female consumers of antiaging cosmetic products","volume":"9","author":"Evangelista","year":"2022","journal-title":"Cosmetics"},{"key":"ref19","year":"2023"},{"key":"ref20","doi-asserted-by":"publisher","first-page":"75","DOI":"10.1007\/978-3-030-80519-7_4","article-title":"Evaluation of reflective measurement models","volume":"1","author":"Hair","year":"2021","journal-title":"Partial Least Squares Struct. Eq. Modeling Using R Workb."},{"key":"ref21","doi-asserted-by":"publisher","first-page":"147","DOI":"10.21608\/ijtah.2024.254279.1110","article-title":"The impact of pink marketing on Egyptian Women's buying behavior in the hospitality industry","volume":"4","author":"Hussien","year":"2024","journal-title":"Int. J. Tour. Archeol. Hosp."},{"key":"ref22","doi-asserted-by":"publisher","first-page":"e10662","DOI":"10.1016\/j.heliyon.2022.e10662","article-title":"Continuance intention to use artificial intelligence personal assistant: type, gender, and use experience","volume":"8","author":"Jo","year":"2022","journal-title":"Heliyon"},{"key":"ref23","doi-asserted-by":"publisher","first-page":"1703","DOI":"10.3390\/su12051703","article-title":"Which consumer associations can build a sustainable fashion brand image? Evidence from fast fashion brands","volume":"12","author":"Kim","year":"2020","journal-title":"Sustainability"},{"key":"ref24","volume-title":"Principles and practice of structural equation modeling","author":"Kline","year":"2023"},{"key":"ref25","doi-asserted-by":"publisher","first-page":"2396","DOI":"10.3390\/foods10102396","article-title":"Impact of purchase preference, perceived value, and marketing mix on purchase intention and willingness to pay for pork","volume":"10","author":"Kung","year":"2021","journal-title":"Food Secur."},{"key":"ref26","doi-asserted-by":"publisher","first-page":"11594","DOI":"10.3390\/app122211594","article-title":"Optimization of display window design for females\u2019 clothes for fashion stores through artificial intelligence and fuzzy system","volume":"12","author":"Lashin","year":"2022","journal-title":"Appl. Sci."},{"key":"ref27","doi-asserted-by":"publisher","first-page":"535","DOI":"10.3390\/su11020535","article-title":"Cause related marketing among millennial consumers: the role of trust and loyalty in the food industry","volume":"11","author":"Lerro","year":"2019","journal-title":"Sustainability"},{"key":"ref28","doi-asserted-by":"publisher","first-page":"28","DOI":"10.36923\/ijsser.v2i3.74","article-title":"The vital role of pink marketing in the creation of women loyalty","volume":"2","author":"Massoudi","year":"2020","journal-title":"Innov. J. Soc. Sci. Econ. Rev."},{"key":"ref29","doi-asserted-by":"publisher","first-page":"1862","DOI":"10.3390\/jtaer16050104","article-title":"Role of artificial neural networks techniques in development of market intelligence: a study of sentiment analysis of eWOM of a women\u2019s clothing company","volume":"16","author":"Nawaz","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref30","first-page":"2021","article-title":"Role of marketing mix (4ps) in building brand equity: case study of Shell petrol, UK","volume":"6","author":"Niazi","year":"2021","journal-title":"Int. J. Appl. Bus. Manag. Stud."},{"key":"ref31","first-page":"68","article-title":"The causal foundations of structural equation modeling","volume":"12","author":"Pearl","year":"2012","journal-title":"Handb. Struct. Eq. Modeling"},{"key":"ref32","doi-asserted-by":"publisher","first-page":"3974","DOI":"10.3390\/su14073974","article-title":"Is artificial intelligence better than manpower? The effects of different types of online customer services on customer purchase intentions","volume":"14","author":"Qin","year":"2022","journal-title":"Sustainability"},{"key":"ref33","doi-asserted-by":"publisher","first-page":"3003","DOI":"10.3390\/jtaer16070164","article-title":"Consumer marketing strategy and E-commerce in the last decade: a literature review","volume":"16","author":"Ros\u00e1rio","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref34","doi-asserted-by":"publisher","first-page":"1","DOI":"10.18637\/jss.v048.i02","article-title":"Lavaan: an R package for structural equation modeling","volume":"48","author":"Rosseel","year":"2012","journal-title":"J. Stat. Softw."},{"key":"ref35","doi-asserted-by":"publisher","first-page":"221","DOI":"10.21608\/jaauth.2020.34704.1039","article-title":"The impact of purchasing behavior on the relationship between pink marketing practices and women's loyalty to hotels","volume":"18","author":"Shehata","year":"2020","journal-title":"J. Assoc. Arab Univ. Tour. Hosp."},{"key":"ref36","doi-asserted-by":"publisher","first-page":"175","DOI":"10.3390\/su11010175","article-title":"Gender-based iTrust in e-commerce: the moderating role of cognitive innovativeness","volume":"11","author":"Sohaib","year":"2018","journal-title":"Sustainability"},{"key":"ref37","doi-asserted-by":"publisher","first-page":"432","DOI":"10.31933\/dijdbm.v3i3.1169","article-title":"Marketing mix of 4p's for customer purchasing decisions","volume":"3","author":"Sukanta","year":"2022","journal-title":"Dinasti Int. J. Dig. Bus. Manag."},{"key":"ref38","doi-asserted-by":"publisher","first-page":"101","DOI":"10.3390\/cosmetics9050101","article-title":"An exploratory study to identify the gender-based purchase behavior of consumers of natural cosmetics","volume":"9","author":"Tengli","year":"2022","journal-title":"Cosmetics"},{"key":"ref39","doi-asserted-by":"publisher","first-page":"15228","DOI":"10.3390\/su142215228","article-title":"The digital transformation of the marketing mix in the food and beverage service supply chain: a Grey DEMATEL approach","volume":"14","author":"Vitsentzatou","year":"2022","journal-title":"Sustainability"},{"key":"ref40","author":"Warrink","year":"2015"},{"key":"ref41","first-page":"1","article-title":"The role of pink marketing mixed elements","volume":"14","author":"Zarei","year":"2023","journal-title":"J. Woman Cult."},{"key":"ref42","doi-asserted-by":"publisher","first-page":"664","DOI":"10.3390\/info14120664","article-title":"Artificial intelligence in digital marketing: insights from a comprehensive review","volume":"14","author":"Ziakis","year":"2023","journal-title":"Information"},{"key":"ref43","doi-asserted-by":"publisher","first-page":"202","DOI":"10.21608\/jaauth.2020.33341.1038","article-title":"The role of pink marketing in women's purchasing decision-making concerning tourism products: \u201ca field study on women\u2013only tourist beaches in the northwest coast of Egypt\u201d","volume":"18","author":"Zidan","year":"2020","journal-title":"J. Assoc. Arab Univ. Tour. Hosp."}],"container-title":["Frontiers in Artificial Intelligence"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frai.2024.1502580\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2024,11,18]],"date-time":"2024-11-18T06:11:24Z","timestamp":1731910284000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/frai.2024.1502580\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,11,18]]},"references-count":43,"alternative-id":["10.3389\/frai.2024.1502580"],"URL":"https:\/\/doi.org\/10.3389\/frai.2024.1502580","relation":{},"ISSN":["2624-8212"],"issn-type":[{"value":"2624-8212","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,11,18]]},"article-number":"1502580"}}