AI-Driven Personalisation and Customer Engagement in Social Commerce: Evidence from Kosovo

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.