Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks

Carmen Acatrinei, Ingrid Georgeta Apostol, Lucia Nicoleta Barbu, Raluca-Giorgiana Chivu (Popa) () and Mihai-Cristian Orzan
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Carmen Acatrinei: Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania
Ingrid Georgeta Apostol: Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania
Lucia Nicoleta Barbu: Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania
Raluca-Giorgiana Chivu (Popa): Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania
Mihai-Cristian Orzan: Marketing Faculty, Bucharest University of Economic Studies, RO-010404 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 14, 1-16

Abstract: This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing.

Keywords: artificial intelligence in marketing; sustainable consumer behavior; data-driven marketing; consumer trust in AI; social media marketing; AI acceptance; ethical use of data; sustainability in digital strategy; digital consumer engagement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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