Abstract
Background
The study aims to examine the role of artificial intelligence-oriented personalisation in customer interaction of social commerce platforms in the developing market, such as Kosovo.
Objectives
A quantitative design was used, and 312 active users were sampled, with surveys offered to all demographic segments.
Methods/Approach
The customer’s behaviour was conceptualised using the Technology Acceptance Model, the Stimulus-Organism-Response theory, and the Uses and Gratifications Theory.
Results
The findings reveal a strong, positive correlation between AI-based personalisation and engagement. AI-based personalisation has significantly improved satisfaction, loyalty, and purchase intent. Age and education were ranked among the most critical moderators, and gender differences were not substantial.
Conclusions
The study is informative for both theory and practice, as it provides insights into strategies for maximising customer contact through prudent personalisation under new market conditions.