ROLE OF AI IN SOCIAL MEDIA MARKETING
Swapnil A. Shah, Nilesh P. Awari, Devkumar Mahisekar · ShodhKosh Journal of Visual and Performing Arts · 2024
This study investigates the significant role of artificial intelligence (AI) in social media marketing and examines the associated challenges faced by marketing professionals. Utilizing a quantitative research methodology, a structured questionnaire was distributed to 243 social media marketing professionals across various industries. The analysis reveals a strong consensus on the positive impact of AI in enhancing marketing campaign effectiveness, accuracy in audience targeting, engagement rates, and overall efficiency through AI-driven analytics and automation. However, the study also identifies substantial challenges, including high financial investment requirements, a lack of skilled personnel, data privacy concerns, biases in AI algorithms, and the difficulty of ensuring the accuracy and reliability of AI-driven insights. These findings underscore the need for strategic investment, robust data privacy frameworks, and continuous refinement of AI models. Future research should focus on developing cost-effective AI implementation methods, training programs for AI professionals, and exploring the ethical implications of AI in marketing.