Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Conference Papers Conference Paper Faculty Publications- Conference Papers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Analysis of Social Media Marketing Impact on Customer Behaviour using AI &amp; Machine Learning Subject The topic of the resource Artificial Intelligence (AI); Brand sentiment; Customer behavior analysis; Machine Learning (ML); Marketing strategies; Multichannel marketing; Personalization; Social media marketing; temporal dynamics Description An account of the resource 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. Creator An entity primarily responsible for making the resource Thamaraiselvi P.; Masih J.; Giri P.; Sridevi J.; Karim Shaikh I.A.; Prasad M.V.R. Source A related resource from which the described resource is derived Proceedings of 9th International Conference on Science, Technology, Engineering and Mathematics: The Role of Emerging Technologies in Digital Transformation, ICONSTEM 2024 Publisher An entity responsible for making the resource available Institute of Electrical and Electronics Engineers Inc. Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1109/ICONSTEM60960.2024.10568805" target="_blank" rel="noreferrer noopener">https://doi.org/10.1109/ICONSTEM60960.2024.10568805</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198835918&amp;doi=10.1109%2FICONSTEM60960.2024.10568805&amp;partnerID=40&amp;md5=4bbf55d0e24bfaa5974eb99e180b62c8" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198835918&amp;doi=10.1109%2fICONSTEM60960.2024.10568805&amp;partnerID=40&amp;md5=4bbf55d0e24bfaa5974eb99e180b62c8</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-835036509-2 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Conference paper Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 &amp; Research Institute, Management Studies &amp; 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