A STUDY ON AI IN SOCIAL MEDIA MARKETING STRATEGY
Dr. B.Shanthini
Associate Professor
Department of Management Studies
Kangeyam Institute of Technology,Nathakadaiyur,Tamilnadu
I.Gobish
I-MBA
Department of Management Studies
Kangeyam Institute of Technology Nathakadaiyur,Tamilnadu
C.Rajkumar
I-MBA
Department of Management Studies
Kangeyam Institute of Technology,Nathakadaiyur,Tamilnadu
Abstract
The rapid growth of digital technology has significantly transformed the marketing landscape, particularly through the integration of Artificial Intelligence (AI) in social media platforms. Artificial Intelligence has emerged as a powerful tool that enables businesses to analyze large volumes of data, understand consumer behavior, personalize content, and optimize marketing strategies. This study examines the role of AI in enhancing social media marketing strategies and its impact on customer engagement, brand awareness, and business performance.
The research explores how AI-driven tools such as chatbots, predictive analytics, recommendation systems, sentiment analysis, and automated content creation are reshaping the way organizations interact with customers on social media platforms. By leveraging machine learning algorithms and data analytics, companies can deliver personalized advertisements, targeted campaigns, and real-time customer responses, thereby improving customer satisfaction and conversion rates.
The study further highlights the strategic advantages of AI in social media marketing, including improved decision-making, cost efficiency, enhanced customer insights, and competitive advantage. However, it also addresses challenges such as data privacy concerns, ethical issues, and technological dependency.
The findings suggest that the effective implementation of AI in social media marketing strategies significantly improves marketing effectiveness and organizational performance. The study concludes that AI is not merely a technological innovation but a strategic asset that drives digital marketing success in the modern business environment.
KEY WORDS
Artificial Intelligence (AI)
Social Media Marketing
Customer Engagement
Predictive Analytics
Personalization
Brand Awareness
Machine Learning
Digital Marketing Strategy
