Artificial Intelligence-Based Social Media Recommendations and Consumer Buying Behavior: An Empirical Study Among Young Consumers
Artificial Intelligence-Based Social Media Recommendations and Consumer Buying Behavior: An Empirical Study Among Young Consumers
Authors:
Chinmay Sharma, Amity Business School, Amity University Chhattisgarh,
Email Id:chinmaysharma513@gmail.com
Dr. Ram Kumar Sahu, Assistant Professor, Amity Business School, Raipur, Chhattisgarh,
Email.id: ramminto345@gmail.com
Abstract
This study investigates the profound impact of Artificial Intelligence-based social media recommendation algorithms on the buying behavior of young consumers. Utilizing an extended Technology Acceptance Model and AI Personalization Theory, the research examines how algorithmic accuracy, perceived usefulness, and personalization influence purchase intentions. Data was collected from 200 young consumers through a structured online survey. Statistical analysis, including Pearson correlation and multiple regression, indicates that AI-driven personalization significantly predicts impulse buying and overall purchase intention. However, a "performance–trust trade-off" exists where high levels of personalization occasionally trigger privacy concerns, slightly moderating the positive effects. The study concludes that while AI algorithms are powerful catalysts for consumer engagement, transparency and ethical data usage remain critical for sustaining long-term brand loyalty.
Keywords: Artificial Intelligence, Social Media Recommendations, Consumer Buying Behaviour, Gen Z, Technology Acceptance Model, AI Personalization, Purchase Intention.