This study examines the transformative role of AI in digital marketing,
addressing gaps in novelty, theoretical depth, and methodological rigor
highlighted in prior critiques. By introducing the Integrated AI
Marketing Framework (IAMF), a synthesis of the Technology
Acceptance Model (TAM) and Resource-Based View (RBV), the
research offers fresh theoretical insights. Empirical data from 200
global firms and 30 expert interviews reveal that AI-driven strategies
yield 30% higher ROI, 25% improved conversion rates, and 20%
reduced acquisition costs compared to traditional methods. The
framework also links AI adoption to 1.5x higher sustainability adoption
and 40% revenue resilience during crises. Methodological
improvements include comparative benchmarking and sampling
adjustments to mitigate bias.
Neeti Mathur
National Law University, India
Integrated AI Marketing Framework, Technology Acceptance Model, Resource-Based View, ROI, Sustainability, Economic Resilience, Strategies
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| Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 11 , Issue: 2 , Pages: 2089 - 2096 )
Date of Publication :
May 2025
Page Views :
32
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