【现代消费者行为学基于AI社会媒体】Modern Consumer Behavior of of AI and Social M

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Modern Consumer Behavior at the Intersection of AI and Social Media (Gopalakrishnan Soundararajan, Ruksana Banu)
The rapid convergence of artificial intelligence and social media has fundamentally reshaped how consumers discover, evaluate, and engage with brands. No longer passive recipients of marketing messages, consumers today interact within algorithmically mediated environments that personalize content, anticipate preferences, and blur the boundaries between physical, digital, and virtual spaces. This transformation has given rise to new forms of influence, trust, loyalty, and decision-making that challenge long-standing theories of consumer behavior. Modern Consumer Behavior at the Intersection of AI and Social Mediais conceived as a timely and rigorous response to these shifts, offering scholarly insights into how emerging technologies are redefining the consumer landscape.
As editors, we recognize that AI-driven systems—ranging from recommendation engines and chatbots to immersive AR/VR experiences—are not merely tools of efficiency but active participants in shaping consumer cognition and emotion. Social media platforms amplify this effect by embedding these technologies within social interactions, influencer cultures, and user-generated narratives. Together, AI and social media create dynamic ecosystems where personalization, automation, and social validation coexist, often raising critical questions around ethics, transparency, privacy, and consumer autonomy. This volume seeks to unpack these complexities through empirical research, conceptual frameworks, and applied perspectives.
The primary objective of this edited reference work is to bridge theory and practice. It brings together contributions from diverse geographical, cultural, and disciplinary contexts to examine consumer behavior across retail, services, finance, food, tourism, and digital communities. By doing so, the book not only advances academic discourse but also equips marketers, policymakers, and technology designers with actionable insights. The chapters collectively emphasize that understanding modern consumers requires moving beyond isolated technologies to examine their interaction within broader socio-technical systems.
CHAPTER OVERVIEW
The volume opens with Chapter 1, which explores the transformative role of augmented reality and virtual reality in retail environments. It highlights how immersive technologies bridge physical and digital shopping spaces, enhancing personalization, engagement, and experiential value for consumers.
Chapter 2 focuses on AI-powered chatbots, examining key technological and social factors that influence customer experience in telecommunications. Grounded in technology acceptance theories, this chapter provides empirical evidence on how ease of use, compatibility, and social influence shape consumer perceptions.
In Chapter 3, the discussion shifts to live commerce, where real-time social interaction is fused with AI-driven recommendations. The chapter illustrates how instant messaging, social sharing, and smart algorithms collectively reduce decision-making effort and improve conversion outcomes.
Chapters 4 and 6 both investigate the influence of social media and virtual reality on consumer behavior, offering complementary perspectives. While Chapter 4 emphasizes personalization, brand loyalty, and ethical considerations, Chapter 6 provides a survey-based synthesis of social influence, immersion, and emerging challenges, including privacy and psychological impacts.
Chapters 5, 7, and 14 collectively examine the role of AI in consumer decision-making. These chapters address personalization across the consumer journey, ethical concerns such as data privacy and algorithmic bias, and future implications for consumer autonomy and trust.
Chapter 8 introduces innovative visual methodologies—namely influencer heatmaps and sentiment clouds—to track micro-influence within brand communities. By integrating data visualization with sentiment analysis, this chapter offers a novel approach to understanding decentralized digital influence.
Chapter 9 delves into personalization and customization as strategic drivers of consumer loyalty. Through quantitative analysis, it demonstrates how tailored experiences foster repeat purchase, emotional attachment, and brand advocacy.
Chapter 10 expands the discussion into the metaverse, examining how food influencers—both human and AI-generated—shape culinary trends and cultural narratives within immersive virtual communities.
Chapter 11 addresses group recommendation systems using sentiment analysis, highlighting how AI can improve collective satisfaction and decision accuracy in tourism contexts.
Chapter 12 revisits digital advertising effectiveness, arguing that traditional models are insufficient in AI- and social-media-rich environments. It underscores the growing importance of big data analytics and AI-powered engagement strategies.
Chapter 13 provides a context-specific perspective by examining Islamic marketing within Takaful and Bancassurance channels. It emphasizes ethical innovation, Shariah compliance, and digital trust in AI-driven financial services.
Chapter 15 applies the Technology Acceptance Model to human–machine interaction, focusing on anthropomorphism, familiarity, and perceived usefulness in chatbot adoption.
The volume concludes its thematic journey with Chapter 16, which analyzes influencer engagement trends in Indian cosmetic advertising on Meta platforms, highlighting the interplay between aesthetics, algorithms, and audience engagement over time.

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