The Effect of Artificial Intelligence on Pink Marketing for Generation Z: The Mediating Role of Online Purchasing Behavior

Abstract

The study aims to examine the effect of artificial intelligence (AI) on how consumers of Generation Z respond to the presence of pink-themed marketing treatments in online shopping platforms and the effect these have on their final buying behavior in the area of Sulaymaniyah province. The study used a cross-sectional survey to investigate online shopping behavior and the impact of pink product marketing among 306 Generation Z female respondents aged 17 to 27. The online platform (Google Forms) and the paper-based distribution of questionnaires were used, thus providing a varied sample from large e-commerce sites. For the data analysis, Statistical Package for the Social Sciences (SPSS) software (version 27) was used. The results of the multiple regression analyses indicated that online shopping behavior among Generation Z is strongly influenced by pink product marketing, explaining a large percentage of the variance, as indicated by a high coefficient of determination. The interaction effect is insignificant, but statistical significance is attained. Based on the research recommendations, companies should focus on marketing pink products using artificial intelligence to build individual, gender-neutral brand images while maintaining service quality. Therefore, future research should expand to other areas of Iraq with diverse demographics to study additional mediating factors, such as social media, brand trust, and the degree of AI personalization.