Analysis of Social Media Marketing Impact on Customer Behaviour using AI & Machine Learning
- Title
- Analysis of Social Media Marketing Impact on Customer Behaviour using AI & Machine Learning
- Creator
- Thamaraiselvi P.; Masih J.; Giri P.; Sridevi J.; Karim Shaikh I.A.; Prasad M.V.R.
- Description
- The study of client behaviour has been revolutionized by the combination of social media marketing with cutting-edge technology like Artificial Intelligence (AI) and Machine Learning (ML) in today's age of digital transformation. This study delves into the complex interplay between AI/ML, consumer involvement, and social media marketing methods. Our research exposes crucial insights via careful data collecting, sentiment analysis, and the construction of prediction models. By stressing the importance of catering content to individual interests, AI-driven customization emerges as a potent tool, increasing user engagement by 18%. Analysis of online sentiment shows how important it is to keep people feeling good about a business; postings with positive feelings get 30% more likes and comments on average. Accurate and time-saving insights from machine learning models provide up new avenues for optimizing marketing's use of available resources. As a result of the study's conclusions, companies will be able to better connect with their customers, use their resources more efficiently, and behave ethically moving forward. Promising new developments in the subject include the next steps, which include sophisticated AI models, temporal dynamics analysis, and investigation of long-term consequences, ethical issues, and multichannel techniques. This study helps companies, marketers, and policymakers better understand the convergence of technology and marketing in today's ever-changing digital world so that they may better serve their customers and build a successful brand over time. 2024 IEEE.
- Source
- Proceedings of 9th International Conference on Science, Technology, Engineering and Mathematics: The Role of Emerging Technologies in Digital Transformation, ICONSTEM 2024
- Date
- 2024-01-01
- Publisher
- Institute of Electrical and Electronics Engineers Inc.
- Subject
- Artificial Intelligence (AI); Brand sentiment; Customer behavior analysis; Machine Learning (ML); Marketing strategies; Multichannel marketing; Personalization; Social media marketing; temporal dynamics
- Coverage
- Thamaraiselvi P., Business School (MBA), Kumaraguru College of Technology, Tamilnadu, Coimbatore, India; Masih J., School of Management, Bml Munjal University, Haryana, Gurugram, India; Giri P., School of Business And Management, Christ (Deemed To Be University), Delhi NCR, India; Sridevi J., Dr. MG. R. Educational & Research Institute, Management Studies & Dean-Centre of Excellence, India; Karim Shaikh I.A., Faculty of Business, Bahrain Polytechnic, Bahrain; Prasad M.V.R., Gitam School of Business, Gitam (Deemed To Be University), Bangalore, Doddaballapur taluk, Bengaluru, Nagadenahalli, India
- Rights
- Restricted Access
- Relation
- ISBN: 979-835036509-2
- Format
- Online
- Language
- English
- Type
- Conference paper
Collection
Citation
Thamaraiselvi P.; Masih J.; Giri P.; Sridevi J.; Karim Shaikh I.A.; Prasad M.V.R., “Analysis of Social Media Marketing Impact on Customer Behaviour using AI & Machine Learning,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/19340.