Investigating the Impact of Artificial Intelligence on Enhancing Customer Experience through Social Media Marketing
Keywords:
Social Media Marketing, Customer Experience Improvement, Artificial Intelligence,Abstract
This study aims to investigate the impact of artificial intelligence on enhancing customer experience through social media marketing, considering the mediating roles of augmented reality, chatbots, and virtual influencers. This applied and correlational study was conducted on a statistical population of 4,023 employees at Sabah Dairy Company. Using the Morgan Table, a random sample of 357 individuals was selected. Data were collected through a standardized questionnaire adapted from Fundi et al. (2024). The tool's validity was confirmed by experts, and its reliability was assessed using Cronbach’s alpha. Data analysis was conducted using structural equation modeling (SEM) via LISREL software. Results indicated a significant direct effect of artificial intelligence on users’ social media experience (β=0.27, t=3.79). Moreover, augmented reality (β=0.28, t=4.07), chatbots (β=0.13, t=2.09), and virtual influencers (β=0.15, t=6.73) significantly mediated the relationship between AI and customer experience. Goodness-of-fit indices confirmed the model's appropriateness (RMSEA=0.061, CFI=0.94). The findings suggest that the strategic use of AI technologies in social media marketing significantly enhances customer experience. Tools such as augmented reality and chatbots act as effective intermediaries, enriching and facilitating digital interactions.
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