AI-Driven Personalized Recommendation Systems in Social Media Marketing: A Study of Their Impact on Digital Media Users in Chennai City

Abstract

Artificial intelligence (AI) has transformed social media marketing by providing personalized recommendation systems that serve up tailored adverts and product recommendations based on users' tastes and online behaviour. These AI-powered solutions have become critical tools for increasing consumer interaction, product discovery, and customer happiness. The current study investigates the influence of AI-powered personalized recommendation systems on digital media users in Chennai City. It addresses whether personalized advertisements increase consumer engagement over generic advertisements, whether personalized recommendations save time and improve product discovery, how advertisement transparency affects consumer trust, and whether AI-based personalization encourages repeat purchases and long-term customer loyalty. A descriptive research design was used, with primary data acquired from 215 digital media users via a structured questionnaire. The data have been processed using statistical tools such as the one-sample t-test, one-way ANOVA, Pearson correlation, and simple linear regression. The findings show that personalized advertisements significantly increase consumer engagement, that educational qualification influences perceptions of product discovery and time-saving, that advertisement transparency has a strong positive relationship with consumer trust, and that AI-based personalization improves repeat purchase behaviour and long-term customer loyalty. The study suggests that ethical, transparent, and consumer-centric AI recommendation systems can increase digital marketing performance and customer connections in the ever-changing social media landscape.