Artificial Intelligence and Consumer Purchase Decision in Fashion Nova Influencer, Lagos State

The study examined the evaluation of Artificial Intelligence and Consumer Purchase Decisions in Fashion Nova Influencer. The objectives of this study were to; (i) examine the impact of AI-powered influencer marketing on consumer purchase decisions in Fashion Nova Influencer; (ii) determine the effect of influencer credibility in influencing consumer buying behavior in Fashion Nova Influencer; (iii) evaluate the effect of AI-driven content creation in shaping consumer preferences toward Fashion Nova Influencer and (iv) determine the influence of AI-generated product suggestions on purchase decisions in influencers. Descriptive research design was adopted for the study. The study focused on the customers of Fashion Nova Influencers; the Cochran (1997) sample size formula was used to arrive at a sample size of 384. The descriptive analysis was used for analyzing demographic data and linear regression was used to test the hypotheses at 0.05 significant level. The result of the study shows that (R square = 0.865, P = 0.001, β = 0.932, t = 1.055) for hypothesis one; (R square = 0.510, P = 0.001, β = 0.715, t = 5.235) for hypothesis two; (R square = 0.451, P = 0.000, β = 0.671, t = 6.542) for hypothesis three; (R square = 0.537, P = 0.000, β = 0.737 and t = 4.808) for hypothesis four. The study concluded that Artificial Intelligence, Consumer Preference, AI-generated product suggestions and Influencer credibility have significant effect on Consumer Purchase Decisions. Therefore, the study recommended that: It is recommended that businesses and marketing professionals leverage artificial intelligence technologies to enhance consumer awareness and influence purchase decisions. Organizations should integrate AI tools across all stages of their marketing strategies from customer data analysis to the customization of campaigns that meet individual needs. Keeping pace with emerging AI trends and tools, such as AI-powered chatbots and deep learning systems, will enable businesses to provide continuous customer support and streamline their services. Additionally, marketers are encouraged to use AI for analyzing consumer preferences, enabling the development of tailored marketing content and offers that align with specific customer interests and behaviors.