ARTIFICIAL INTELLIGENCE-POWERED INFLUENCER MARKETING IN TAMIL NADU: REIMAGINING CONSUMER BEHAVIOUR, DIGITAL ENTREPRENEURSHIP AND SUSTAINABLE BUSINESS GROWTH IN THE EMERGING DIGITAL ECONOMY
Authors/Creators
Description
This study examines the transformative impact of Artificial Intelligence (AI)-powered
influencer marketing in Tamil Nadu, focusing on consumer behavior, digital
entrepreneurship, and sustainable business growth within the emerging digital economy. As
Tamil Nadu's digital infrastructure and MSME ecosystem expand, AI-driven influencer
marketing offers enhanced personalization, targeted advertising, and real-time consumer
engagement, leveraging advanced analytics and automated content generation. The research
highlights how AI fosters consumer trust, brand loyalty, and market reach while creating new
opportunities for entrepreneurs and small businesses by reducing costs and expanding digital
access. However, challenges such as misinformation, deepfakes, algorithmic bias, privacy
concerns, and transparency issues pose significant risks to consumer trust and ethical
standards.