Consumer Behavior Toward AI-Driven Marketing: Insights from UTAUT and Uses and Gratifications Models

Marwan Ghabban , Yazeed Alsughayyir , Ahlam Alslimani , Abdulmajeed Marzouq , Zinah Qasem

Objectives: This study explores consumer perceptions of artificial intelligence (AI) in marketing, with a particular focus on its influence on buying behavior and ethical concerns, including data protection and privacy. The research aims to examine how AI technologies are received by consumers, assess ...