The Impact of Artificial Intelligence on Enhancing Customer Experience Through Social Media Marketing: The Mediating Role of Chatbots, Virtual Influencers, and Augmented Reality (Case Study: Digikala Customers)

Mehdi  Moslehi; Foujan  Amiri; Mohammad  Kheiri

Authors

Mehdi Moslehi Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran Author https://orcid.org/0000-0002-2275-890X
Foujan Amiri Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran Corresponding Author https://orcid.org/0000-0002-2579-8595
Mohammad Kheiri Assistant Professor, Department of Management, Economics and Accounting, Payame Noor University, Tehran, Iran Author https://orcid.org/0009-0004-0715-4376

Keywords:

artificial intelligence, customer experience enhancement, social media marketing, chatbot, virtual influencer, augmented reality, structural equation modeling

Abstract

The present study aimed to investigate the impact of artificial intelligence on enhancing customer experience through social media marketing, with the mediating roles of chatbots, virtual influencers, and augmented reality. In terms of purpose, this study was applied; in terms of nature, it was descriptive; and in terms of data collection, it employed a cross-sectional survey design. The statistical population consisted of customers of Digikala. Given the unlimited size of the population, the sample size was determined as 384 individuals using Cochran’s formula, and participants were selected through convenience sampling. Data were collected using a standardized 29-item questionnaire based on a five-point Likert scale. Data analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The findings indicated that artificial intelligence had a significant effect on enhancing customer experience through social media marketing (β = .311, t = 10.080). Artificial intelligence also had positive and significant effects on chatbots (β = .360), virtual influencers (β = .524), and augmented reality (β = .616). Chatbots (β = .388), virtual influencers (β = .549), and augmented reality (β = .345) also exerted significant effects on enhanced customer experience. The mediating role of all three variables was confirmed. Model fit was supported by a GOF value of .383 and an R² value of .576 for customer experience.

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