The Role of Social Media and Artificial Intelligence (AI) in Enhancing Digital Marketing Resilience During Crises

Bora Gündüzyeli ()
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Bora Gündüzyeli: Faculty of Economics, Administrative and Social Sciences, Department of Management Information Systems (MIS), Istanbul Topkapı University, Istanbul 34310, Turkey

Sustainability, 2025, vol. 17, issue 7, 1-14

Abstract: In an increasingly interconnected world, businesses may face the challenge of managing crises, whether they are economic downturns, natural disasters, or global pandemics. During such times, building strong and sustainable marketing resilience becomes crucial for businesses aiming to survive and thrive. Digital technologies—particularly social media platforms and artificial intelligence (AI)—can play a vital role in enhancing marketing resilience. This research seeks to answer the core question: “How can social media and AI technologies help businesses build marketing resilience during crises”? Drawing from a literature review, this study analyzes a wide range of relevant research. The findings indicate that AI and social media together contribute to enhancing marketing resilience during crises by enabling real-time engagement, data-driven decision-making, and personalized communication. However, these technologies also present challenges, such as privacy concerns, algorithmic bias, and potential risks to brand reputation. This research contributes to the field by analyzing how AI and social media technologies enable companies to remain agile, reduce the impact of crises, and maintain sustainability objectives in their marketing practices.

Keywords: digital marketing; marketing resilience; social media; artificial intelligence (AI); crisis management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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