The impact of AI-driven social media marketing activities on gen z online purchase intention: The mediating role of perceived personalization and the moderating roles of privacy concern and AI trust
Mohammad Abuhashesh; Shafig Al-Haddad; Amer Badran; Abdel-Aziz Ahmad Sharabati · DOAJ Open Access Articles
This research paper explores the effect of AI-enabled social media marketing practices on the online buying intentions of Generation Z. The authors gathered 314 answers, with only 299 responses being usable for analysis. The research population includes Gen Z individuals who utilize social media. The research paper uses a quantitative, descriptive method and…