Role of Artificial Intelligence in Social Media Marketing with Reference to Impact on Consumer Behavior

https://doi.org/10.34047/MMR.2024.11207

Abstract

In the contemporary world, where technology is taking all walks of life, social media is grasping the retail market to encourage the retailers to attract a variety of customers. Social media is growing at a faster pace. This has been a significant revolution in the communication system, where the virtual world has emerged in its own way. All this is influencing the purchase decisions of the consumers. Various social networking platforms are associated with social media, which are used to make online trading. These platforms may include Facebook, LinkedIn, Twitter, YouTube, Google+, etc. The future aspect lies in the aspect of providing knowledge to the academicians to justify the influence of social media strategies along with Artificial Intelligence on consumers. However, the most basic interest of the study is to improve the knowledge on various aspects related to marketing through social media and machine learning and its ability to capture the consumer base. The study will also be helpful to the consumers to make an in-and-out survey of the products, while making their purchases. The strategies suggested in the researcher will help them do so. The present study will focuses on the potential relation of social media marketing and consumer behavior and the role of artificial intelligence in it.