The Role of AI in Emotion Recognition and Sentiment Analysis to Understand Consumer Purchase Decisions

Shrishti Bhardwaj

sentiment, analsysis, artificial intelligence, consumer, behaviour, marketing, purchasing decisions

This study investigates the effect of AI sentiment analysis on consumers' buying decisions by quantifying emotional responses to items, offers, and personalized recommendations. 130 retail and consumer goods consumers took part in the completion of guided questionnaires and hypothesis testing in SPSS. Consumer behavior has been revolutionized by artificial intelligence (AI) through using sentiment analysis and emotion detection when examining customer preferences and shopping behaviors. This research highlights the growing application of AI in modern business and shows that businesses can benefit from the inclusion of AI-based tools in their marketing processes. Future research must explore ethical concerns, privacy, and cultural differences in AI-based consumer analytics to ensure responsible and effective implementation. The findings suggest that AI can improve marketing effectiveness, improve customer interaction, and give businesses more insights into consumer behavior. Moreover, sentiment analysis allows companies to customize their approach by anticipating emotional reactions and maximizing customer interactions.

Published Paper   E-Certificate

"The Role of AI in Emotion Recognition and Sentiment Analysis to Understand Consumer Purchase Decisions", TIJER - TIJER - INTERNATIONAL RESEARCH JOURNAL (www.TIJER.org), ISSN:2349-9249, Vol.12, Issue 4, page no.779-826, April-2025, Available :https://tijer.org/TIJER/papers/TIJERTHE3057.pdf

Volume 12 Issue 4, April-2025

Pages : 779-826

Paper Reg. ID: TIJER_157243

Published Paper Id: TIJERTHE3057

Downloads: 000330

Research Area: Management All

Country: Faridabad , Haryana , India

Published Paper PDF: https://tijer.org/TIJER/papers/TIJERTHE3057

Published Paper URL: https://tijer.org/TIJER/viewpaperforall?paper=TIJERTHE3057

ISSN: 2349-9249 | IMPACT FACTOR: 8.57 Calculated By Google Scholar | ESTD YEAR: 2014

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.57 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: TIJER (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition