Impact of AI-Driven Narrative Marketing Strategies on the Consumer Decision-Making Process

This study investigates the impact of AI-driven narrative marketing strategies on the consumer decision-making process. As marketing communication increasingly becomes mediated by intelligent systems, algorithmically generated and personalized narratives are reshaping how consumers perceive, evaluate, and choose products. Drawing on consumer decision-making theory and narrative persuasion, the study proposes a conceptual framework linking AI-driven narrative marketing to the five stages of the decision journey: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Data were collected from digitally active consumers and analyzed using Structural Equation Modeling (SEM). The findings reveal that AI-driven narratives exert a significant positive influence across all stages of decision-making, with the strongest effects observed during the evaluation of alternatives and purchase decision stages.