The effect of AI on pink marketing: the case of women’s purchasing behavior using mobile applications

Abstract

This research looks in detail at the dynamics of pink marketing and its effect on the purchase behavior of Saudi women through mobile applications, with an emphasis on Artificial Intelligence (AI) as a moderator. Furthermore, this study assesses the effects of customized pink marketing strategies – product, price, promotion, and place – on buying intentions and behaviors. A closed-ended questionnaire was adopted to measure constructs associated with women’s mobile app purchase behavior influenced by pink marketing and AI elements. Structural Equation Modeling (SEM) was the study tool used to examine how AI affects women’s consumer behavior and how it influences pink marketing. The results suggest that each component of the pink marketing mix significantly influences buying behavior, especially price and promotion. Additionally, AI has a significant moderating effect, improving the personalization and effectiveness of marketing activities. The results of this study highlight the essential role of AI in forming consumer engagement in the digital market, providing useful input for marketers who intend to target women in Saudi Arabia. This study complements the understanding of gender marketing in the digital era and provides a vision for the possibility of AI fundamentally changing traditional approaches.