Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)

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Artificial Intelligence in Consumer Buying Behaviour: A Study of Social Commerce

Authors
Brahmmanand Sharma1, *, Manish Upadhyay2, Ruturaj Baber3, Pratima Sharma4
1Associate Professor, School of Business, Galgotias University, Greater Noida, India
2Rajiv Academy for Technology and Management, Mathura, India
3Associate Professor, Christ University, Bengaluru, India
4Assistant Professor, School of Business, Galgotias University, Greater Noida, India
*Corresponding author. Email: bns.ishere@gmail.com
Corresponding Author
Brahmmanand Sharma
Available Online 4 November 2025.
DOI
10.2991/978-94-6463-872-1_13How to use a DOI?
Keywords
Artificial Intelligence; Sustainable Marketing; Consumer Behavior; Social Commerce; Personalized Marketing
Abstract

The digital transformation has brought Artificial Intelligence (AI) into the forefront as a fundamental element of sustainable marketing practices. This research study investigates how AI technologies help to advance buying behavior among social commerce consumers. Businesses can achieve higher levels of consumer engagement and satisfaction by using AI-generated insights to optimize their marketing strategies. The research combines descriptive metrics and analysis using surveys conducted through judgment and convenience sampling approaches to study AI’s effects on customer behaviors. Key research points to essential roles AI systems play in consumers’ relationship enhancement with businesses alongside trend forecasting capabilities and personalized benefits. The innovation leads to workflow improvements while supporting sustainable marketing initiatives through effective resource management together with enhanced user satisfaction.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
Series
Advances in Economics, Business and Management Research
Publication Date
4 November 2025
ISBN
978-94-6463-872-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-872-1_13How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Brahmmanand Sharma
AU  - Manish Upadhyay
AU  - Ruturaj Baber
AU  - Pratima Sharma
PY  - 2025
DA  - 2025/11/04
TI  - Artificial Intelligence in Consumer Buying Behaviour: A Study of Social Commerce
BT  - Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
PB  - Atlantis Press
SP  - 159
EP  - 169
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-872-1_13
DO  - 10.2991/978-94-6463-872-1_13
ID  - Sharma2025
ER  -