Analyzing the Influence of AI-Driven Digital Marketing Perceptions on the Purchasing Decisions of College Teachers’ in Madurai City

Abstract

The research paper investigates the perceptions of college teachers in Madurai City toward AI-driven digital marketing channels and their influence on purchasing decisions. The study aims to examine the demographic profile of college teachers as digital consumers, identify their preferred AI-integrated digital marketing channels, and evaluate the influence of AI-enabled digital marketing on their purchasing decisions. A quantitative research design was adopted, and primary data were collected from 275 college teachers using a structured questionnaire. The collected data were analyzed using SPSS (Version 24) with statistical techniques including descriptive statistics and Chi-square tests. The findings indicate that college teachers show a strong preference for AI-enabled mobile applications, AI-based social media platforms, and personalized recommendation systems while making purchasing decisions. The study further reveals a statistically significant association between occupation, educational qualification, and preference for AI-driven digital marketing channels. The research provides valuable insights for marketers to design AI-enabled, personalized, and mobile-centric marketing strategies that effectively address the needs and preferences of college teachers in Madurai City.