Analysis of Social Media Marketing Impact on Customer Behaviour using AI & Machine Learning

• Published in: 2024 Ninth International Conference on Science Technology Engineering and Mathematics (ICONSTEM) pp. 1 - 6
• Main Authors: Thamaraiselvi, P., Masih, Jolly, Giri, Pratibha, Sridevi, J., Karim Shaikh, Irfan Abdul, Prasad, M.V. Rama
• Format: Conference Proceeding
• Language: English
• Published: IEEE 04.04.2024
• Subjects: Analytical models; Artificial Intelligence (AI); Brand sentiment; Companies; Customer behavior analysis; Digital transformation; Ethics; Machine learning; Machine Learning (ML); Marketing strategies; Multichannel marketing; Personalization; Sentiment analysis; Social media marketing; Social networking (online); temporal dynamics
• DOI: 10.1109/ICONSTEM60960.2024.10568805

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.