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

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  • Jothy K P

    (Research Scholar, Karpagam Academy of Higher Education Coimbatore)

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.

Suggested Citation

  • Jothy K P, 2025. "A Study on the Role of AI and Chatbots in Social Media Marketing: Enhancing Customer Engagement and Experience," International Journal of Latest Technology in Engineering, Management & Applied Science, International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS), vol. 14(6), pages 884-889, June.
    • Handle: RePEc:bjb:journl:v:14:y:2025:i:6:p:884-889
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