AI-Powered Analysis of Social Media Effects on Consumer Purchasing Behaviour in E-Marketing

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Deependra Nath Pathak, Chinapaga Ravi, Milan Patel, Vivek Ravishankar Dubey, B. Vasavi, Radha Ranjan

Abstract

Social media platforms now play a crucial role in determining the purchase habits of consumers by providing marketers with a dynamic setting in which to impact choices. Businesses have both enormous potential and difficulties in comprehending and forecasting customer preferences due to the sheer number of user-generated information, ads, and social interactions. This research investigates how artificial intelligence (AI) may be used to analyse how social media influences consumer buying decisions, especially in e-marketing settings. The study demonstrates how companies may extract useful insights from social media data by using AI methods like machine learning, sentiment analysis, and natural language processing. The study looks at how AI may be used to forecast customer behaviour, recognise attitudes, and improve marketing tactics. This study demonstrates the revolutionary potential of AI-powered solutions in improving personalisation, targeting precision, and campaign efficacy via case studies and industry applications, opening the door for more consumer-centric marketing in the digital era.

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How to Cite
Deependra Nath Pathak, Chinapaga Ravi, Milan Patel, Vivek Ravishankar Dubey, B. Vasavi, Radha Ranjan. (2024). AI-Powered Analysis of Social Media Effects on Consumer Purchasing Behaviour in E-Marketing. European Economic Letters (EEL), 14(4), 1109–1119. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/2240
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