AI-DRIVEN INNOVATION IN SOCIAL MEDIA MARKETING
DOI:
https://doi.org/10.1234/aira.v3i2.70Keywords:
Artificial Intelligence, Consumer Engagement, Data Privacy, Personalized Marketing, Predictive AnalyticsAbstract
This systematic literature review examines the role of Artificial Intelligence (AI) in reshaping social media marketing strategies, with a focus on consumer engagement, personalized marketing, and predictive analytics. As AI technologies such as machine learning, natural language processing, and predictive analytics have rapidly evolved, they have significantly transformed how businesses interact with consumers and optimize marketing campaigns. The review aims to provide a comprehensive understanding of how AI is utilized in marketing to improve customer satisfaction, enhance operational efficiency, and drive brand loyalty. It also addresses the ethical implications of AI integration, particularly regarding privacy concerns, algorithmic biases, and data security. The methodology involved gathering 35 high-quality, peer-reviewed studies from multiple academic databases, employing both qualitative thematic analysis and quantitative statistical methods to assess AI's impact. Key findings reveal that AI-powered tools like chatbots and recommendation systems improve customer experience by delivering personalized content and automating repetitive tasks, which increases engagement and conversion rates. However, the integration of AI also presents challenges such as data privacy risks, ethical concerns over algorithmic decision-making, and the need for new skill sets among marketing professionals. The conclusion underscores the importance of balancing AI's capabilities with human creativity and ethical practices to ensure longterm success in AI-driven marketing. Future research should explore the long-term effects of AI on consumer trust, the ethical challenges in AI adoption, and its applicability in small and mediumsized enterprises (SMEs). This review contributes valuable insights for businesses, policymakers, and researchers seeking to navigate the evolving landscape of AI in social media marketing.
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