Artificial Intelligence in Social Media

The Modern market conditions, and the customer-centric approach of businesses, have dramatically changed managers’ strategies and operational plans. In this regard, the emergence of social networks has provided numerous opportunities for both companies and consumers. Billions of people using these networks have encouraged companies to use them for marketing purposes and have created a new front in brands competition. The massive amount of data in several social networks in different forms such as text, image, and sound has caused companies to face a factor called "Big Data." The ambiguity and diversity of big data make it very difficult to be extracted and used in marketing decisions, beyond human abilities. Artificial intelligence in the form of a technology imitating humans based on machine learning proposed an effective way to solve this problem. Social media data and social-media-based artificial intelligence technologies are reflected in marketing strategies and give marketers and their decisions a competitive advantage. So modern marketing has become more intelligent through Artificial intelligence; It can easily offer a personalized marketing mix for every customer and create the best and most effective connections at the right time. The use of artificial intelligence in social networks management leads to better data mining, more intelligent and practical analytics, and reports (descriptive, forecasting, prescriptive (. In this regard, Intelligent marketing research and communication, enhanced brand equity, a healthier virtual community will be obtained.

The importance and necessity of using artificial intelligence solutions in social media management with the aim of sustainable development led us to review the relevant research and review articles from 2018 to 2021. After a brief review of the literature in this field, we explain the consequences of using artificial intelligence in social media under the headings of intelligent marketing research, intelligent marketing communications, strengthening brand equity, and the health of virtual communities. Finally, we review the challenges of this use to improve the intelligent proceedings of managers and business owners.