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Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion

Bag, Surajit; Srivastava, Gautam; Bashir, Md Mamoon Al; Kumari, Sushma; Giannakis, Mihalis; Chowdhury, Abdul Hannan


Surajit Bag

Gautam Srivastava

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Dr Mamoon Bashir
Graduate Research Director, Hull University Business School

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Dr. Sushma Kumari
Senior Lecturer and Programme Director- MSc Logistics and Supply Chain Management and Education Lead Logistics and Supply Chain Management

Mihalis Giannakis

Abdul Hannan Chowdhury


Purpose: The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online activities and increased online sales in current times in India. In addition, combined with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital disruption has largely impacted the old ways of communication both at the individual and organizational levels, ultimately resulting in prominent social change. While interacting in the virtual world, this change is more noticeable. Therefore, the second research objective is to examine if a satisfying experience during online shopping leads to repurchase intention. Design/methodology/approach: Using primary data collected from consumers in a developing economy (India), we tested the theoretical model to further extend the theoretical debate in consumer research. Findings: This study empirically tests and further establishes that deploying AI technologies have a positive relationship with user engagement and conversion. Further, conversion leads to satisfying user experience. Finally, the relationship between satisfying user experience and repurchase intention is also found to be significant. Originality/value: The uniqueness of this study is that it tests few key relationships related to user engagement during this uncertain period (COVID-19 pandemic) and examines the underlying mechanism which leads to increase in online sales.


Bag, S., Srivastava, G., Bashir, M. M. A., Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking, 29(7), 2074-2098.

Journal Article Type Article
Acceptance Date Sep 28, 2021
Online Publication Date Aug 11, 2022
Publication Date 2022
Deposit Date Jun 16, 2022
Publicly Available Date Nov 25, 2022
Journal Benchmarking
Print ISSN 1463-5771
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 29
Issue 7
Pages 2074-2098
Keywords Industry 4.0; Artifical intelligence; Digital disruption; User engagement; Behavioural and social implications
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Accepted manuscript (932 Kb)

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© 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

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