Affiliation:
1. Christ University, India
Abstract
The purpose of this study is to investigate and analyze the role of Artificial Intelligence (AI) in shaping and advancing sustainable marketing practices. By examining the integration of AI technologies in marketing strategies and their impact on environmental, social, and economic sustainability. The quantitative phase employs stratified random sampling of 250 respondents across various industries, utilizing an established questionnaire refined through pilot testing. Data analysis includes descriptive statistics for an overview and inferential statistics for deeper insights, such as T-tests and ANOVA. The study's conclusions provide a comprehensive understanding of how AI affects environmentally friendly advertising. This study provides unique insights by examining AI's impact on sustainable advertising through a mixed-methods approach. It offers practical implications for academia and industry, advancing understanding of AI's role in fostering sustainability in marketing strategies.
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