Influence of AI in Digital Marketing: Enhancing Brand Image for Durable Products
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Abstract
The intelligence is experiencing generative and Agentic phase transforming beyond simple predictions. AI moving towards content generation, use of advanced tools, over information, accustomed for multi-step tasking without any restrictions. Generative AI tools create text, images videos audios coding and market related content as per the requirements of the users. AI tools are used for business support, content creations, personalised data communication, improvised customer engagement with innovations.
The AI tools are largely used for digital-based services, such as finance, marketing, governance, customer supports services, personalised recommendations, virtual assistance, and fraud detection. This study is conducted to assess the influencing factor of AI in digital marketing and building brand image of the durable products. The research has taken three exogenous variable such as AI content personalisation, AI customer engagements, AI content trustworthy and related with endogenous variable to identify the relationship with building of brand image to the durable products.
In order to perform analysis, the researcher has found out the test of Reliability and Validity assessment for all the variables. the reliability is substantiated with the help of Cronbach’s Alpha vT for the performance of structural equation modelling.
The result of SEM, for AI in digital marketing and building brand image for the durable products showed the result of CMIN/Df is 1.874, GFI of 0.926, AGFI of 0.904, NFI of 0.908 and TLI of 0.947 shows the prefer model fit. Further the Standardised Rood Mean Square Residual (SRMR), is 0.046, Root Mean Square Error Approximation (RMSEA), is 0.049 and P-Close is 0.549,shows excellent results and support the model
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