Khushi Gupta
Management
May 2025
This study examined the use of AI chatbots in terms of enhancing social media marketing through customer engagement, personalized marketing, brand awareness, and marketing strategies using sentiment analysis. Using a mixed method research design, a data set of 100 social media users who engaged with chatbots on social media platforms (Facebook, Instagram, Twitter, WhatsApp) was collected. Quantitative analysis was conducted using SPSS, which found statistically significant evidence that AI chatbots improve customer engagement, because they provide timely, personalized, and automated responses, connecting users and brands in a way that facilitates improved user engagement and brand loyalty. Artificial intelligence chatbots were also found to improve the effectiveness of personalized marketing and customer service because communication channels can be personalized, based on user data and behavior. Additionally, marketers are able strategically use sentiment analysis and text mining capabilities of AI chatbots to enhance marketing strategies and the returns on marketing campaigns, through real time responses to consumer sentiment. There were significant outcomes from qualitative (ANOVA, correlation, t-tests), and their reliability scores were very high (Cronbach’s alpha = 0.89). Overall, the study evidence demonstrated the growing importance of AI chatbots to a social media marketing strategy, and recommended that businesses adopt AI chatbots as a best practice to enhance engagement and personalization, and as a result make better data-driven marketing decisions.
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© Airo Journals 2021
