{"id":500,"date":"2018-11-30T11:28:38","date_gmt":"2018-11-30T08:28:38","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=500"},"modified":"2021-10-20T11:38:21","modified_gmt":"2021-10-20T08:38:21","slug":"exploring-artificial-intelligence-techniques-applicability-in-social-media-marketing","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=500","title":{"rendered":"Exploring Artificial Intelligence Techniques\u2019 Applicability in Social Media Marketing"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Exploring Artificial Intelligence Techniques\u2019 Applicability in Social Media Marketing\">Exploring Artificial Intelligence Techniques\u2019 Applicability in Social Media Marketing<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Adrian MICU\">Adrian MICU, <meta name=\"citation_author\" content=\"Alexandru CAPATINA\">Alexandru CAPATINA, <meta name=\"citation_author\" content=\"Angela-Eliza MICU\">Angela-Eliza MICU<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2018\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"156\"><meta name=\"citation_lastpage\" content=\"165\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31, C12.\">M31, C12.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"The increasing interest in Artificial Intelligence (AI)\u2019s 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\u2019 representatives of freelancers. The results outline a high interest and trust of potential users of AI Media software on its value proposition.\">The increasing interest in Artificial Intelligence (AI)\u2019s 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\u2019 representatives of freelancers. The results outline a high interest and trust of potential users of AI Media software on its value proposition.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Social Media Marketing, machine learning, deep learning, image analysis, audience analysis, sentiment analysis.\">Social Media Marketing, machine learning, deep learning, image analysis, audience analysis, sentiment analysis.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2018\/ETIMM_V01_2018_66.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2018\/ETIMM_V01_2018_66.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2018\/ETIMM_V01_2018_66.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Exploring Artificial Intelligence Techniques\u2019 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)\u2019s impact on Social Media Marketing (SMM) creates new opportunities to be captured by software developers. Marketers become aware of AI powerful &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[22],"tags":[],"coauthors":[18],"class_list":["post-500","post","type-post","status-publish","format-standard","hentry","category-jetimm_2018"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=500"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/500\/revisions"}],"predecessor-version":[{"id":501,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/500\/revisions\/501"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=500"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}