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How artificial intelligence is transforming social media marketing: Analysing its potential and addressing concerns
Journal of Cultural Marketing Strategy,
9
(1),
75-90
(2024)
Abstract
Artificial intelligence (AI) has revolutionised social media marketing, offering both significant advantages and potential drawbacks. This paper delves into the dual facets of AI-driven social media marketing techniques, investigating both their advantageous and detrimental impacts. It shows that by leveraging AI, businesses can achieve unprecedented levels of personalisation, engagement and efficiency in their marketing strategies, leading to enhanced customer experiences and increased brand loyalty. AI algorithms analyse vast amounts of data to identify trends and predict consumer behaviour, enabling precise targeting and optimised advertising spend. The paper utilises a qualitative research method to explore the AI-driven social media marketing techniques used by digital marketing and social media marketing professionals. The findings suggest that reliance on AI may perpetuate biases embedded in the training data, leading to ethical concerns and a loss of trust among consumers. This paper highlights the need for robust regulatory frameworks and ethical guidelines to mitigate risks while harnessing the full potential of AI in social media marketing. Ultimately, understanding both the bright and dark sides of AI-driven marketing is crucial for developing strategies that are not only effective but also ethical and sustainable.
Keywords: social media marketing; social media marketing techniques; artificial intelligence; machine learning; advantages; drawbacks
The full article is available to subscribers to the journal.
Author's Biography
Animesh Kumar Sharma is a Research Scholar at Mittal School of Business, Lovely Professional University, where his research interests include digital marketing, social media marketing, search engine marketing, artificial intelligence, machine learning, data analytics and the applications of technology in business. He is also Manager — Marketing and Corporate Communication, for Vatika Business Centres Private Limited (a Vatika Group Company).
Rahul Sharma is a Professor of Marketing at Mittal School of Business, Lovely Professional University, where he plays a key role in various faculty development programmes. Dr Sharma has more than 14 years of experience in academia, and his research has been published in various leading journals. His research interests include such areas as consumer behaviour, business analytics and digital marketing.
