Examining the Role of AI Experience in Shaping Consumer Attitudes and Adoption Behavior in Social Media Marketing

The integration of Artificial Intelligence (AI) technologies is revolutionizing social media marketing, offering unprecedented opportunities for personalization, efficiency, and consumer engagement. This study investigates the dynamic relationships between Experience of AI Technologies (EAI), AI Adoption (AIA), and Attitudes Toward AI Technologies (AAIT), focusing on how AI Adoption mediates these interactions. Rooted in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT), the research utilizes a quantitative approach, analyzing data from 119 valid survey responses. Results reveal that EAI significantly influences AAIT both directly and indirectly through AIA, highlighting the critical role of adoption in shaping consumer perceptions. The findings underscore the importance of positive, user-friendly AI experiences in fostering trust, increasing adoption, and improving consumer attitudes toward AI in social media contexts. However, challenges such as privacy concerns and algorithmic transparency remain barriers to adoption. This study provides actionable insights for marketers to design AI systems that align with consumer preferences, ensuring ethical and engaging AI-driven interactions. By bridging gaps in the literature, this research contributes to a deeper understanding of consumer behavior in AI-enabled marketing and offers strategic guidance for enhancing the effectiveness of AI in social media platforms.