E3S Web Conf.
Volume 399, 2023International Conference on Newer Engineering Concepts and Technology (ICONNECT-2023)
|Number of page(s)||13|
|Published online||12 July 2023|
Implications & Impact of Artificial Intelligence in Digital Media: With Special Focus on Social Media Marketing
1 Associate Professor, School of Media & Entertainment, GD Goenka University, India
2 Senior Assistant Professor, Journalism and Mass Communication, Directorate of Online Education, Manipal University Jaipur, India
3 Assistant Professor & Program Director, Academic Staff College, Amity University, Haryana, India
4 Professor, University Institute of Media Studies (UIMS), Chandigarh University, Mohali, Punjab, India
Purpose: This study will investigate the implications and impact of artificial intelligence in digital media, focusing on social media marketing. Theoretical Framework: The authors started their research based on technology adoption based on the Unified Theory of Acceptance and Use of Technology (UTOUT). This theory was given by Venkatesh et al. (2003). Design/Methodology/Approach: The authors used statistical analysis of technology acceptance and use based on quantitative research data. The authors examine the relationships between experience in “social media marketing” (SMM), knowledge application of “machine learning (ML) in SMM,” and rate of applying “ML algorithms in SMM campaigns,” with potential users’ comprehension of “AI-based software on three pillars (audience analysis, sentiment analysis, and image analysis)” in a sample of one hundred respondents from around the world. Findings: As a result, online marketing may focus more on strategy. A professional in social media marketing may teach a computer using algorithms for machine learning to identify trends in postings that correspond to targeted posts on social networks, hence providing doors for specialized analytical categories. This training can be done on a computer. The results show that prospective users of AI Media software have a high degree of curiosity and trust in its significant proposal. Research Practical and Social Implications: In this digital transformation era, businesses have access to a greater customer of data than ever on their customer’s behaviors. One of the most significant difficulties associated with social media marketing is anticipating people’s interests to provide them with relevant content. Fortunately, machine learning (ML) techniques have been developed that enable natural language replies to online comments. Originality/Value: This study is just the first step in figuring out how the people who will use the AI media software made as part of the Future Web research project plan to use the programmer’s features to their advantage. Due to the quantitative nature of the study and the fact that interviewees came from different countries all over the world at random, the results of the current research should be taken with a grain of salt.
Key words: Digital Marketing / Social Media Marketing / Artificial Intelligence / Machine Learning / Deep Learning / Virtual Reality / Augmented reality / Image Analysis / Audience Analysis / Sentiment Analysis
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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