A Study on the Role of AI and Chatbots in Social Media Marketing: Enhancing Customer Engagement and Experience

Jothy K P
Additional contact information
Jothy K P: Research Scholar, Karpagam Academy of Higher Education Coimbatore

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 6, 884-889

Abstract: This paper explores the role of artificial intelligence (AI) and chatbots in social media marketing, focusing on their impact on customer engagement and experience. Drawing on established theories such as the Technology Acceptance Model, Uses and Gratifications Theory, Relationship Marketing, Social Presence, and Customer Experience theories, the study analyzes how AI-driven chatbots influence consumer behavior on social platforms. The theoretical framework provides a comprehensive understanding of chatbot adoption, personalization, efficiency, and their contribution to improved customer satisfaction. This study underscores the importance of integrating AI chatbots as strategic tools in social media marketing to foster stronger customer-brand relationships and enhance overall user experience.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.ijltemas.in/DigitalLibrary/Vol.14Issue6/884-889.pdf (application/pdf)
https://www.ijltemas.in/papers/volume-14-issue-6/884-889.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjb:journl:v:14:y:2025:i:6:p:884-889

Access Statistics for this article

International Journal of Latest Technology in Engineering, Management & Applied Science is currently edited by Dr. Pawan Verma

More articles in International Journal of Latest Technology in Engineering, Management & Applied Science from International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS)
Bibliographic data for series maintained by Dr. Pawan Verma ().