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@article{205599,
        author = {Dr. KAVITHA G and Ms. MADHUMITHA. S},
        title = {Exploring the Role of Perceived Relevance in AI-Driven Personalized Marketing and Consumer Purchase Intention},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {7618-7623},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=205599},
        abstract = {Artificial Intelligence (AI) has transformed digital marketing by enabling highly personalized experiences based on consumer preferences and behaviors. Through machine learning, predictive analytics, and consumer data, AI delivers customized content, recommendations, and targeted advertisements. Among the factors influencing the effectiveness of personalization, perceived relevance plays a crucial role in shaping consumer responses. This study examines the mediating role of perceived relevance in the relationship between AI-driven personalized marketing and consumer purchase intention. Based on the Stimulus–Organism–Response (S-O-R) framework and Information Relevance Theory, AI-driven personalization is considered the stimulus, perceived relevance the organismic response, and purchase intention the behavioral outcome. The study contributes to digital marketing literature by integrating AI capabilities with consumer behavior theories to explain how personalized experiences influence purchase intentions. The findings are expected to show that perceived relevance significantly mediates this relationship, offering valuable insights for marketers to improve customer engagement, satisfaction, and conversion rates in competitive digital environments.},
        keywords = {Artificial Intelligence, Personalized Marketing, Perceived Relevance, Consumer Purchase Intention, Digital Marketing, Consumer Behavior, Customer Engagement, E-Commerce.},
        month = {June},
        }