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This study investigates the combined impact of AI-augmented awareness advertising and point-of-sale (POS) marketing on consumer buying intention, mediated by consumer attitude, within the context of Iraqi grocery shoppers. Drawing on the Theory of Planned Behaviour, the study adopts a quantitative approach and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyse 275 valid survey responses. Results confirm that AI-driven awareness strategies and in-store POS promotions significantly influence consumer attitudes and purchase intentions. Furthermore, consumer attitude fully mediates the relationship between marketing strategies and purchase intention. These findings underscore the importance of integrating digital and physical marketing efforts to drive consumer decision-making in emerging markets. The study also highlights the future potential of AI-based analytics in marketing research and practice.

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Integrating AI-Augmented Awareness Advertising and Point-Of-Sale Marketing: A Mediated Model of Purchase Intention Among Iraqi Consumers

  • 会议论文

  • 发表日期：

    2026年

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  • Sahar J. Fatah,
  • Mohamed Khudari

摘要

This study investigates the combined impact of AI-augmented awareness advertising and point-of-sale (POS) marketing on consumer buying intention, mediated by consumer attitude, within the context of Iraqi grocery shoppers. Drawing on the Theory of Planned Behaviour, the study adopts a quantitative approach and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyse 275 valid survey responses. Results confirm that AI-driven awareness strategies and in-store POS promotions significantly influence consumer attitudes and purchase intentions. Furthermore, consumer attitude fully mediates the relationship between marketing strategies and purchase intention. These findings underscore the importance of integrating digital and physical marketing efforts to drive consumer decision-making in emerging markets. The study also highlights the future potential of AI-based analytics in marketing research and practice.