Contents
Title
Exploring Artificial Intelligence Techniques’ Applicability in Social Media Marketing
Author
Adrian MICU, Alexandru CAPATINA, Angela-Eliza MICU
Classification JEL
M31, C12.
Abstract
The increasing interest in Artificial Intelligence (AI)’s impact on Social Media Marketing (SMM) creates new opportunities to be captured by software developers. Marketers become aware of AI powerful tools role in leveraging competitive advantage in social media campaigns. This study aims to test correlations between the experience in the field of SMM and the level of knowledge regarding the applicability of Machine Learning (ML) in SMM and the frequency of using of ML algorithms in SMM campaigns and to identify the perceptions of the potential users of an Artificial Intelligence (AI)-based software, which will embed deep learning algorithms and convolutional neural networks to recognize logos of brands or companies involved in social media content, regarding its proposed capabilities. The AI Media software capabilities were embedded into three clusters (audience analysis, image analysis and sentiment analysis), being assessed through a 3 points scale, revealing necessary vs. expected functionalities in the eyes of digital agencies’ representatives of freelancers. The results outline a high interest and trust of potential users of AI Media software on its value proposition.
Keywords
Social Media Marketing, machine learning, deep learning, image analysis, audience analysis, sentiment analysis.
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