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Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks

Author

Listed:
  • Carmen Acatrinei

    (Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania)

  • Ingrid Georgeta Apostol

    (Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania)

  • Lucia Nicoleta Barbu

    (Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania)

  • Raluca-Giorgiana Chivu (Popa)

    (Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania)

  • Mihai-Cristian Orzan

    (Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania)

Abstract

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing.

Suggested Citation

  • Carmen Acatrinei & Ingrid Georgeta Apostol & Lucia Nicoleta Barbu & Raluca-Giorgiana Chivu (Popa) & Mihai-Cristian Orzan, 2025. "Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks," Sustainability, MDPI, vol. 17(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:14:p:6638-:d:1706115
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    References listed on IDEAS

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    2. Muller, Eitan & Peres, Renana, 2019. "The effect of social networks structure on innovation performance: A review and directions for research," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 3-19.
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