Published February 25, 2026 | Version https://socialresearchfoundation.com/new/publish-journal.php?editID=12701
Peer review Open

The Double-Edged Sword of Artificial Intelligence in Social Media Marketing : Balancing Personalization and Privacy in the Digital Age

Authors/Creators

  • 1. School Of Business Management CSJMU Kanpur, U.P., India

Description

Through data analytics, automation, and personalization, artificial intelligence (AI) is transforming social media marketing and how companies interact with their customers. By facilitating accurate audience targeting, predictive content distribution, and effective campaign management, AI-driven marketing improves brand effectiveness. These same capabilities, however, give rise to grave worries regarding customer trust, data ethics, and user privacy. The conflict between marketing innovation and ethical duty is reflected in this conundrum, which is the dual character of AI.

In order to balance concerns about privacy and trust, this study project will examine how AI-driven customisation affects marketing performance. The study suggests a mixed-method approach that combines quantitative surveys and qualitative interviews, drawing on the Resource-Based View (RBV) of the company, the Relationship Marketing Theory (RMT), and the Technology Acceptance Model (TAM). A conceptual model that connects AI-driven personalization, trust, and marketing effectiveness is anticipated, as are managerial techniques for morally sound AI marketing. The results are expected to make a theoretical contribution by combining the literature on consumer trust with AI marketing, as well as a practical one by pointing brands in the direction of trustworthy, long-term digital marketing tactics.

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Additional details

Dates

Submitted
2026-02-06
Accepted
2026-02-21

References

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