Author(s): Saketh Reddy K, Gondesi Santhoshi Kumari, Akarsh Reddy Tatimakula, Ashok M.L, Maltesh S Kulkarni and Mahabub Basha S
This study explores the transformative role of Artificial Intelligence (AI) and Big Data in shaping consumer engagement within digital marketing. Adopting a quantitative, cross-sectional survey design, responses were gathered from consumers across diverse sectors including e-commerce, retail, technology, and financial services. A structured questionnaire was utilized, and data were analyzed using statistical tools to assess reliability, validity, and structural relationships. The constructs of AI personalization, Big Data analytics, consumer engagement, trust and loyalty, and purchase intention demonstrated high levels of internal consistency and measurement robustness. Results confirmed that AI-driven personalization strengthens consumer engagement, while Big Data enhances predictive insights and supports real-time interactions. The integration of AI and Big Data further fosters trust and loyalty, ultimately influencing purchase intentions. Moreover, consumer engagement emerged as a key mediator in translating technological interventions into long-term behavioral outcomes. The study emphasizes the strategic importance of AI and Big Data as enablers of consumer-centric marketing, offering both academic and managerial contributions. It highlights the potential of these technologies to create personalized, trustworthy, and sustainable engagement strategies, providing actionable insights for marketers navigating the rapidly evolving digital landscape.