“The role of ai-driven social media marketing in shaping consumer purchasing behaviour: An empirical analysis of personalization, predictive analytics, and engagement”

¹ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
² Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
³ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.
⁴ Departmet of Management Studies, Visvesvaraya Technological University, Belagavi 590018, Karnataka, India.

^* Corresponding author: ruturajpatil767@gmail.com

Abstract

Here we discuss and analyse the effects that interaction tools, personalization, and predictive analysis in AI SMM have on customer buying behaviour are discussed and analyzed. Use of AI selected advertisements can reach conversion levels of between 200% to 300% simply from an extra touch point with a client. Marketing effectiveness may be improved by trend forecasting with an overall increase of 20 percent and while analytics may increase ROI in marketing.The commonly used technologies like chatbots and social listening are currently dominating as the technologies capable of engaging in real-time interactions with the consumer which can have a massively impacting feature in their decisions to purchase a product or not. Nonetheless, while the benefits of such AI tools is apparent, customers have trust and security issues regarding data and are consuming more transparent AI. This study focuses on how traditional marketing has been impacted by AI/ML/Big Data and also provides some caveats including geographical preference and the sort of AI discussed in the study. There is a need for future studies to delve deeper into the nuts and bolts of particular AI features, the dynamics of consumer decision making over time, as well as the contextual factors in which the consumer responses take place. In a nutshell, on the basis of the findings, the study corroborates the premise the use of AI can enhance customer experience and redefine marketing strategies.