Digital Transformation in Retail: Examining the Synergistic Effects of Digital Marketing, AI-Driven Technologies, and Social Media Influencers on Sustainable Consumer Engagement

Abstract

The retail industry is experiencing rapid digital transformation, characterized by the integration of digital marketing strategies, artificial intelligence (AI) technologies, and social media influencers. This study explores the synergistic effects of these elements on sustainable consumer engagement, defined as consumers' long-term behavioral, emotional, and cognitive commitment to brands that support environmentally and socially responsible practices. Using a mixed-methods approach involving qualitative interviews (N = 25) and a quantitative survey of 1,250 retail consumers analyzed via partial least squares structural equation modeling (PLS-SEM), the results demonstrate significant positive direct and interactive effects. Synergistic combinations, particularly AI-enhanced personalization with influencer-driven content, increased engagement by approximately 35–45% and promoted sustainable purchase intentions. The findings extend Technology Acceptance Model (TAM) extensions and Service-Dominant (S-D) Logic frameworks. Practical implications for retailers include ethical AI deployment and hybrid influencer strategies. Limitations and directions for future research are discussed.