Name: Ayisha Banu
Country: India

Year: 2026
Volume: Volume-16, (June) Year-2026 (Special Issue: Special Issue: Ai, Ethics and Human Values : Shaping the Future of Higher Education)
Page Number: 852-856
DOI: https://doi.org/10.5281/zenodo.22198789

ABSTRACT
In today’s world online marketing has changed a lot. Now marketing is not about traditional methods and limited to just informing the people about the availability of the product and inducing them to purchase. It is about how businesses connect with people. There has been significant change in the way businesses communicate with consumers today, because of the advancements in technology, internet accessibility and AI which has given rise to an integrated online marketing ecosystem. This study looks at how AI driven components of this ecosystem like social media, online reviews, influencer marketing and personalized advertisements affect how people buy things. Primary data was collected from 50 respondents using a structured questionnaire asking about their buying habits. Study reveals that online reviews have the major impact on what people buy while Social media and personalized advertisements also play significant role. Influencers have some impact not much but they contrib