THE IMPACT OF AI-DRIVEN PERSONALIZATION ON CONSUMER BEHAVIORAL INTENTION AND SATISFACTION IN DIGITAL ADVERTISING
Abstract: The contemporary marketing environment, shaped by dynamic technological development, positions artificial intelligence (AI) as one of the key factors transforming communication between companies and their consumers. As an integral component of digital marketing strategies, artificial intelligence enables the identification of target consumer segments, automated content creation, and personalized real-time communication. The aim of this paper is to analyze the impact of AI-driven personalization in digital marketing on consumer satisfaction through the framework of the extended Theory of Planned Behavior (TPB). The empirical part of the study examines the relationships between TPB variables - attitudes, subjective norms, perceived behavioral control and consumer satisfaction as an additional variable, within the context of AI personalization in digital advertising. The research is based on data collected from 205 respondents from Serbia and Bosnia and Herzegovina, with the analysis conducted on the full sample. The results indicate that respondents’ attitudes, subjective norms, and perceived behavioral control regarding AI personalization have a statistically significant positive effect on both behavioral intention and consumer satisfaction. Furthermore, consumer satisfaction has a positive effect on behavioral intention, while education does not have a statistically significant impact on either behavioral intention or consumer satisfaction in digital advertising. The findings contribute to a better understanding of how the integration of AI-driven personalization and digital marketing influences consumer perceptions and loyalty.
Keywords: consumer satisfaction, digital marketing, artificial intelligence, personalization, theory of planned behavior