The Role of AI Acquisition in Enhancing Social Media Campaigns: A Study of Digital Media and User Behavior
Keywords:
AI Acquisition, Social Media Marketing, Instagram Campaigns, Facebook Campaigns, User BehaviorAbstract
This study investigates the impact of AI acquisition on Instagram and Facebook campaigns, as well as on social media user behavior. Using a quantitative approach, data was collected from 203 university students in South Punjab, all of whom are active social media users. A structured questionnaire was used to measure the influence of AI-driven technologies on social media marketing, engagement, and privacy concerns. SPSS has been used to analyze the data. The results of the correlation and regression analyses show significant positive relationships between AI acquisition and Instagram campaigns (β = 0.65, p < 0.001), Facebook campaigns (β = 0.58, p < 0.001), and user behavior (β = 0.71, p < 0.001). The findings suggest that AI enhances social media marketing by improving personalization, user engagement, and campaign effectiveness on both platforms. However, privacy concerns remain a critical issue, as reflected in the lower mean score for privacy concerns (M = 3.45, SD = 1.02). The reliability and validity analyses confirm the internal consistency and construct validity of the data, with Cronbach’s Alpha values ranging from 0.80 to 0.87 and KMO values between 0.81 and 0.86. This study highlights the potential of AI technologies to revolutionize social media marketing while also emphasizing the need for ethical data practices to maintain user trust. Future research should explore AI’s impact on other platforms and user demographics, as well as the ethical implications of AI-driven marketing strategies.
References
Backholer, K., Nguyen, L., Vu, D., Ching, C., et al. (2024). Violations of Vietnamese Laws Related to Online Marketing of Breastmilk Substitutes: Detections Using a Virtual Violations Detector. Maternal & Child Nutrition, Wiley Online Library.
Balqiah, E., & Trianesti, G. (2024). Researching the Factors and Benefits in Increasing the Use of AI Color Cosmetics. Retrieved from JPPI
George, D., & Mallery, P. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference (10th ed.). Pearson.
Gozali, N. A., Mardhiyah, D., Futuwwah, A. I., Yusvianty, R. S. A. (2024). The Effect of Visual Aesthetic and Endorser Type on Attitude Toward Advertising, Attitude Toward Product, and Purchase Intention Vegan Food. Retrieved from UNAIR Journal
Ho, J. Y. (2024). Factors Affecting Consumers' Loyalty Intentions in Fashion Industry. Retrieved from TAR UC
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
Khairi, M. A. K. (2023). Strategic Insights: WeChat and WhatsApp in the Age of Digital Commerce. Retrieved from ResearchGate
Muminov, H. (2024). The Rise of Short-Form Video Content: How to Optimize for TikTok and Reels in 2024. Retrieved from Multijournals
Vetrivel, S. C., Arun, V. P., Saravanan, T. P. (2024). Harnessing AI for Next-Generation Service Marketing. Retrieved from IGI Global
Chung, K., Chen, C., Tsai, H., & Chuang, Y. H. (2021). Social media privacy management strategies: A SEM analysis of user privacy behaviors. Computers and Communications, 174, 122-130.
Gupta, M., Kumar, R., Sharma, A., & Pai, A. S. (2023). Impact of AI on social marketing and its usage in social media: A review analysis. 2023 14th International Conference on Computing Communication and Networking Technologies (ICCCNT).
Lewis, D., & Moorkens, J. (2020). A Rights-Based Approach to Trustworthy AI in Social Media. Social Media + Society.
Liu, R., Gupta, S., & Patel, P. (2021). The Application of the Principles of Responsible AI on Social Media Marketing for Digital Health. Information Systems Frontiers, 1-25.
Milan, A., Sahu, R., & Sandhu, J. K. (2023). Impact of AI on Social Marketing and its Usage in Social Media: A Review Analysis. 2023 International Conference on Circuit Power and Computing Technologies (ICCPCT), 1749-1754.
Mursalin, A., Purbaningsih, Y., Boediman, S. F., Siagawati, M., & Sitaniapessy, R. H. (2023). UNDERSTANDING AI-DRIVEN INFLUENCER MARKETING. INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS).
Raza, H., & Raza, M. R. (2021). A study of blockchain technology, bitcoin and other cryptocurrencies as means of money laundering, frauds and scams. Global Media and Social Sciences Research Journal (GMSSRJ), 2(1), 73-84.
Sadiku, M., Ashaolu, T. J., Ajayi-Majebi, A., & Musa, S. (2021). Artificial Intelligence in Social Media. International Journal of Scientific and Industrial Research.
Saeed, M. U., Muhammad, Z. B, Raza, M. R. (2020). Political speeches and media agenda: electoral rigging movement — 2013 as a building factor of media agenda in Pakistan. Indian Journal of Science and Technology. Vol 13, Issue 24.
Sands, S., Campbell, C., Plangger, K., & Ferraro, C. (2022). Unreal influence: leveraging AI in influencer marketing. European Journal of Marketing.
van Esch, P., & Black, J. S. (2021). Artificial Intelligence (AI): Revolutionizing Digital Marketing. Australasian Marketing Journal, 29(3), 199-203.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Dr. Muhammad Rehan, Noor-ul-Hayee, Khizra Khanum
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.