AI and Digital Marketing Adoption in Bihar: A Study of Consumer Behaviour across Socio- Demographic Segments

Abstract

The rapid growth of artificial intelligence (AI), digital marketing social media has significantly transformed consumer engagement and purchasing  behaviour. With increased smartphone penetration and digital connectivity, especially in emerging regions like Bihar, understanding these changes is critical for businesses aiming to optimize their marketing strategies. This study investigates the impact of digital marketing tools—such as social media advertising, influencer marketing, email campaigns AI-driven personalization—on consumer  behaviour in Bihar. An exploratory research method was employed, including a primary survey of 62 respondents selected through random sampling. The study assessed the influence of various media platforms (print, broadcast online) on five key stages of consumer decision-making: awareness, interest, conviction, purchase and post-purchase  behaviour. Results from Kruskal-Wallis H tests indicate a statistically significant relationship between media exposure and consumer  behavioural stages, particularly in awareness, interest purchase intent. The findings provide actionable insights for marketers targeting semi-urban consumers and contribute to the growing literature on digital consumer  behaviour in developing economies. This research emphasizes the need for region-specific digital marketing strategies and highlights the role of AI in shaping personalized consumer experiences.