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Exploring the Impact of Artificial Intelligence-Based Marketing Practices on Consumer Experience and Loyalty of Millennials: Towards Online Shopping in the Sultanate of Oman
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Author(s): Syed Sadullah Hussainy (Arab Open University, Oman), Rangarajan Veerasamy (Arab Open University, Oman), Mahmood Ali Al-Wahaibi (Arab Open University, Oman), Afshan Younas (Arab Open University, Oman), Mohammed Ali Al-Haziazi (Arab Open University, Oman), Razeena Ali Rasheed (Arab Open University, Oman), Hamood Al-Maqbali (Arab Open University, Oman)and Kabaly P. Subramanian (Arab Open University, Oman)
Copyright: 2025
Pages: 24
Source title:
Transforming Business Through Digital Sustainability Models
Source Author(s)/Editor(s): Afshan Younas (Arab Open University, Oman)and Aza Azlina Md. Kassim (Management and Science University, Malaysia)
DOI: 10.4018/979-8-3373-0608-7.ch005
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Abstract
This study explores how AI-based marketing practices impact millennial consumers' online shopping behavior in Oman. AI-driven marketing tools, which include personalized recommendations, chatbot interaction, and predictive analytics, are essential for online business. This study is based on a review that merges literature and case studies to understand AI's role in consumer experience and loyalty with online businesses in Oman. The findings suggest that AI-based tools can significantly enhance customer satisfaction by providing appropriate support. This study also identifies potential challenges which may affect customer loyalty. Future research directions are recommended to assess the long-term impact and ethical issues surrounding AI in marketing.
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