Journey of Customers in this Digital Era: Understanding the Role of Artificial Intelligence Technologies in User Engagement and Conversion

Journey of Customers in this Digital Era: Understanding the Role of Artificial Intelligence Technologies in User Engagement and Conversion

Digitalization is influencing not only individual interactions but also organizational levels, which eventually leads to a notable social change. The increasing influence of AI-based technologies is providing customers with a new experience throughout their social customer journey, which has changed their behavioral and social aspects. In this paper, we will learn about the shift in consumer choice since COVID-19 in India, a developing economy. The role of digital technologies and AI on user engagement and conversion has resulted in high online activities and increased online sales in India, and a satisfying experience during online engagement and conversion leads to repurchase intention. This project was carried out in collaboration with academics from the UK.

Challenge

In this insightful research paper, the authors raise two main questions. At first, they investigate the role of artificial intelligence (AI) technologies in user engagement through social media and websites. Secondly, the impact of conversion on satisfying the consumer experience and its influence on repurchase intentions were the main concerns.

Approach

The field of collecting primary data from consumers was in a developing economy (India), where the authors tested the theoretical model with a statistical survey to further extend the theoretical debate in consumer research.

Insight

From the study, we found that deploying AI technologies has a positive relationship with satisfied user engagement and conversion experiences, which lead them to repurchase.

Impact

Since COVID-19, consumers in India prefer not to leave their homes to buy goods and services; rather, digital and social media platforms are their dependence, which increases their sales. At that time, firms could keep track of their customers’ social media activity and adjust their communication strategies accordingly. One important lesson is that companies do not benefit from merely engaging customers on social media; conversion is key. Artificial intelligence has the ability to forecast trends in customer behavior by influencing consumers on social media.

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