The Transformation of Digital Promotion Era AI and Social Media Engagement in Shaping Consumer Purchase Intention
Keywords:
Artificial Intelligence, Digital Promotion, Social Media Engagement, Consumer Behavior, Purchase IntentionAbstract
The rapid advancement of Artificial Intelligence (AI) and the widespread use of social media have
significantly transformed digital promotion, shifting marketing strategies from traditional
approaches to data-driven and interactive systems. This transformation has changed how
consumers interact with brands, where engagement through social media plays a crucial role in
shaping purchase intention. However, the integration of AI and social media engagement in
influencing consumer behavior remains an important area of exploration. This study aims to
analyze the role of AI in digital promotion, examine the influence of social media engagement on
consumer behavior, and explore their integration in shaping consumer purchase intention. The
research employs a qualitative method using a literature review approach, collecting data from
reputable academic sources such as journals, books, and online databases. The findings indicate
that AI enhances digital promotion through personalization, predictive analytics, and automation,
while social media engagement strengthens emotional connection, trust, and social influence.
Furthermore, the integration of AI and social media engagement creates a dynamic feedback loop
that improves marketing effectiveness and increases purchase intention. These results highlight
the importance of adopting integrated digital strategies to achieve competitive advantage in the
modern digital ecosystem.
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Copyright (c) 2026 Aditya Ristanu Wijaya, Haris Hermawan, Ni Nyoman Putu Martini (Author)
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