Artificial Intelligence & Its Influence: Decoding The Consumer Mindset

Abstract

This study evaluates AI product purchasing decisions influenced by social media influencers through practical testing of ELM and the Source Credibility Model. The research evaluates customer product purchase choices concerning the four credibility elements alongside entertainment value informational value and influencer attractiveness. The structured conceptual model shows how credibility with entertainment components leads to central and peripheral processing whereas both informational value and attractiveness directly influence customer choices. The research shows that credibility features with entertainment value directly impact consumer purchasing behavior because they use the dual-path mechanism of the ELM. нада І Technology tools maintain existing features since customers rely on trust elements and emotional engagement factors when making decisions. The Source Credibility Model receives validation since experts with proven trustworthiness enable customers to adopt positive attitudes toward AI products. Emerging market tech firms together with marketers can utilize this study to determine successful strategies for AI marketing through credible influencers. Consumer acceptance increases from trustworthy emotional relationships more than from instrumental information combined with visual aesthetics. Future research should examine how AI marketing influences consumer behavior alongside changes in influencer disclosure transparency across various cultural contexts.