The Role of AI Acquisition in Enhancing Social Media Campaigns: A Study of Digital Media and User Behavior

Authors

  • Dr. Muhammad Rehan Media Science Department, Assistant Professor, Iqra university
  • Noor-ul-Hayee Lecturer, Institute of Media & Communication Studies, BZU Multan
  • Khizra Khanum PhD Scholar, Department of Media and Communication Studies, The Islamia University of Bahawalpur

Keywords:

AI Acquisition, Social Media Marketing, Instagram Campaigns, Facebook Campaigns, User Behavior

Abstract

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.

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Published

31.08.2024

How to Cite

Dr. Muhammad Rehan, Noor-ul-Hayee, & Khizra Khanum. (2024). The Role of AI Acquisition in Enhancing Social Media Campaigns: A Study of Digital Media and User Behavior. PAKISTAN JOURNAL OF LAW, ANALYSIS AND WISDOM, 3(8), 115–128. Retrieved from http://pjlaw.com.pk/index.php/Journal/article/view/v3i8-115-128

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