Research project
Promoting sustainable digital consumption in the era of AI-driven social media marketing
- Start date: 1 January 2025
- End date: 31 July 2026
- Principal investigator: Dr Fang Fang Li
Description
The rapid evolution of artificial intelligence (AI) and its integration into digital marketing strategies, particularly within social media, has transformed how brands engage with consumers.
AI-driven personalisation has enabled more precise targeting and tailored content delivery, significantly influencing consumer behaviours. However, this advancement has also raised concerns regarding user privacy, data security, and ethical implications, particularly in the context of social media content consumption.
While digital marketing has been instrumental in shaping consumer choices, its role in promoting environmentally responsible behaviours remains underexplored.
This research is set against the backdrop of increasing global concerns about sustainability and ethical AI use in marketing.
As consumers become more environmentally conscious, there is a growing demand for businesses to align their marketing strategies with sustainability goals while maintaining transparency and safeguarding user privacy. Despite regulatory frameworks such as the General Data Protection Regulation (GDPR) and the UK’s Data Protection Act 2018, current policies do not explicitly address social media’s role in shaping sustainable digital consumption behaviours.
This project seeks to bridge this gap by developing an ethical and effective AI-driven marketing framework that promotes sustainable consumption while respecting consumer privacy. The findings will provide actionable insights for marketers, policymakers, and businesses striving to balance AI-driven personalisation with ethical and environmental responsibilities in the digital age.
This project received funding from the Leeds University Business School Challenge Fund.
Research overview
This study will focus on understanding how personalised digital content influences consumer behaviours toward eco-friendly choices, such as opting for sustainable products, reducing waste, and supporting environmentally responsible brands.
A key aspect of the research is balancing AI-driven content personalisation with ethical considerations, particularly user privacy and data security.
By examining the interplay between AI-driven social media content, privacy concerns, and digital sustainable consumption, the study aims to develop a framework that enables marketers to leverage AI responsibly for both business and societal benefits.
To achieve this, the project will employ a mixed-methods approach, starting with qualitative research (e.g., interviews and focus groups), to explore consumer perceptions of AI-driven marketing and sustainability messaging. These insights will inform the design of experimental studies, where AI-personalised content with varying levels of privacy protection, will be tested on a diverse group of social media users.
The quantitative phase will analyse how different personalisation strategies influence sustainable behaviours and consumer trust.
Ultimately, the research will provide evidence-based guidelines for businesses and policymakers, ensuring AI-driven marketing strategies align with ethical and sustainability goals while fostering consumer engagement and trust.