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Investigating the Impact of Artificial Intelligence Application on Optimizing Social Media Marketing Strategies and Customer Experience
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Homa Droudi *   , Shabnam Layeghi Moghadam |
| Associate Professor, Department of Management, Islamic Azad University, Zanjan Branch, Zanjan, Iran |
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Abstract: (65 Views) |
| This study aims to investigate the impact of artificial intelligence application on optimizing social media marketing strategies and customer experience among Instagram users. The research is applied in terms of purpose and descriptive-analytical in terms of method, employing a causal approach with a survey design. The statistical population consisted of active Instagram users, from which 384 individuals were selected through simple random sampling based on Cochran's formula. Data were collected using a standard and researcher-developed questionnaire, the validity and reliability of which were confirmed. Data analysis was conducted using SPSS 21 and LISREL 8.8 software. The results of path analysis indicated that artificial intelligence has a direct and significant effect on customer experience, and this effect is reinforced through social media marketing tools including chatbots, augmented reality, and virtual influencers. Each of these tools also independently exerts a significant impact on customer experience. Finally, based on the research findings, practical and managerial recommendations are offered for the more effective utilization of artificial intelligence in digital marketing. |
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| Keywords: Artificial Intelligence, Social Media Marketing Tools, Customer Experience |
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Full-Text [PDF 678 kb]
(16 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2026/06/19 | Accepted: 2026/02/19 | Published: 2026/02/19
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