The impact of AI-powered advertising on webroomers' brand equity and purchase intentions: evidence from Tunisia

This study investigates the impact of artificial intelligence (AI)powered advertising on brand equity and purchase intentions among Tunisian webroomers. Drawing on flow theory and the theory of reasoned action, we develop a conceptual model linking AI-based advertising to consumer responses. A survey of 350 Tunisian students was conducted after exposing participants to an AI-powered advertising campaign, and the data were analyzed using structural equation modelling (SEM). The findings confirm that AI-powered advertising significantly enhances both brand equity and webroomers’ purchase intentions. Reliability and validity tests further support the robustness of the measurement model. By addressing an underexplored context in North Africa, this research contributes to the literature on AI in digital marketing and consumer behaviour. The results also provide meaningful managerial implications for companies seeking to leverage AI-based advertising to strengthen brand equity and stimulate purchase intentions.