Izvorni znanstveni članak
https://doi.org/10.2478/bsrj-2025-0022
AI-Driven Personalisation and Customer Engagement in Social Commerce: Evidence from Kosovo
Adelina Emini
orcid.org/0000-0002-9111-2600
; Faculty of Economics, University of Prishtina, Kosovo
*
Hrvoje Budić
orcid.org/0000-0002-9657-2956
; The Faculty of Tourism and Rural Development in Požega, University of Osijek, Croatia
Igor Klopotan
; The Polytechnic of Međimurje in Čakovec, Čakovec, Croatia
* Dopisni autor.
Sažetak
Background: The study aims to examine the role of artificial intelligence-oriented personalisation in customer interaction of social commerce platforms in the developing market, such as Kosovo. Objectives: A quantitative design was used, and 312 active users were sampled, with surveys offered to all demographic segments. Methods/Approach: The customer's behaviour was conceptualised using the Technology Acceptance Model, the Stimulus-Organism-Response theory, and the Uses and Gratifications Theory. Results: The findings reveal a strong, positive correlation between AI-based personalisation and engagement. AI-based personalisation has significantly improved satisfaction, loyalty, and purchase intent. Age and education were ranked among the most critical moderators, and gender differences were not substantial. Conclusions: The study is informative for both theory and practice, as it provides insights into strategies for maximising customer contact through prudent personalisation under new market conditions.
Ključne riječi
artificial Intelligence; social commerce; customer experience; personalization algorithms; technology acceptance
Hrčak ID:
340490
URI
Datum izdavanja:
12.2.2025.
Posjeta: 683 *