The impact of social media with the help of artificial intelligence on customer engagement in the automotive industry

Subject Areas : Understanding market service attitudes

Nastaran Ghahremanzadeh ¹ , سید عبدالله حیدریه ² , Younos Vakil Alroaia ³

1 -
2 - دانشگاه آزاد سمنان
3 - Research Center, Faculty of Humanities, Semnan Branch, Islamic Azad University, Semnan, Iran

Received: 2024-05-15 Accepted : 2024-05-30 Published : 2024-05-31

Keywords: Social media, artificial intelligence, customer engagement, automotive industry.,

Abstract :

In recent years, the use of artificial intelligence in social media has increased, and managers are trying to use this potential opportunity for greater customer engagement. The purpose of this study is the impact of social media with the help of artificial intelligence on customer engagement in the automotive industry. The research has been done in a descriptive-survey way. The research community is qualitative and quantitative. The participants in the qualitative part include marketing managers of the automotive industry and university professors of marketing in the number of 23 people who were selected by non-probability and purposeful sampling. The statistical population in the quantitative part includes customers of the automotive industry, who were randomly selected and 412 people. In the qualitative part, the components and indicators of the model were identified and extracted by the content analysis method and finally confirmed by the Lawshe coefficient method. The findings of this section showed that the social media variable has four components including strategy, communication, trust and information, and customer engagement has three components: information engagement, growth engagement and innovation engagement. Therefore, four hypotheses were proposed and the data collected through the questionnaire were tested with structural equation modeling technique and Smart PLS software. The result of the model test showed that there is no relationship between the strategy, communication and trust of artificial intelligence of social media and customer engagement. However, there is a positive and significant relationship between social media artificial intelligence information and customer engagement. Therefore, the marketing managers of the automotive industry should use strategies, communication, trust and artificial intelligence information in social media to encourage customers to participate in the sharing of information and ideas.

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