The Role of Digital Marketing Capabilities and AI Adoption in Promoting Sustainable Consumer Behavior: The Mediating Role of Consumer Engagement

Abstract

  Artificial Intelligence (AI) is reshaping digital marketing by empowering marketers to interact with consumers on a personalized basis. But there are very few studies that have explored the relationship between AI Adoption and Digital Marketing Capabilities and Sustainable Consumer Behavior as a consequence of Consumer Engagement in Social and Mobile Network Environments. Following Stimulus – Organism – Response (S-O-R) model, this study examines direct and indirect links between AI Adoption, Digital Marketing Capabilities, Consumer Engagement and Sustainable Consumer Behavior. The quantitative survey method was used by answering questionnaires with 512 active electronic consumers and analyzed using Structural Equation Modeling (SEM). The results show that Sustainable Consumer Behavior is significantly influenced by both AI Adoption and Digital Marketing Capabilities, thereby indicating that this relationship is indirect. AI Adoption and Digital Marketing Capabilities were found to significantly impact Consumer Engagement, which in turn positively affects Consumer Sustainable Behavior, indicating that this relationship is indirect. Moreover, the relationships between AI Adoption, Digital Marketing Capabilities, and Sustainable Consumer Behavior are mediated by Consumer Engagement. These findings validate the significance of engagement as a primary driver of engaging consumer behaviors towards sustainable consumption via AI marketing strategies. Theoretically, the study extends SOR theory to digital marketing and clarifies the capabilities of sustainable behavior