A Study on the Impact of Ai-Driven Social Media Advertising on Consumer Buying Behavior

The rapid integration of Artificial Intelligence (AI) into digital marketing has fundamentally reshaped the way brands communicate with consumers on social media platforms.AI-driven technologies such as machine learning algorithms, predictive analytics, recommendation engines, and chatbots now allow marketers to deliver hyperpersonalized advertisements that anticipate consumer needs and preferences with increasing precision.This paper examines the impact of AI-driven social media advertising on consumer buying behavior, with a particular focus on personalization, predictive targeting, trust, and impulse purchasing.Drawing on recent literature from marketing and behavioral research, the study explores how algorithmically tailored advertising content influences consumer perceptions of relevance and usefulness, shapes purchase intention, and, in some cases, triggers impulsive buying tendencies.The paper also considers the moderating role of consumer trust, data-privacy concerns, and awareness of AI involvement in shaping the effectiveness of such advertising.By synthesizing empirical and theoretical perspectives, this study aims to build a conceptual foundation for understanding the psychological and behavioral mechanisms through which AI-driven advertising affects purchase decisions, and to identify gaps that warrant further empirical investigation.