Turning Data Into Insights: Leveraging Artificial Intelligence for Better Understanding of Social Media Consumer Behaviour

In both the social media and artificial intelligence (AI) contexts, the research paper explores the changing consumer behaviour and decision-making landscape. In addition to facilitating interpersonal communication, the rise of social media has given users more freedom to connect with brands and express their thoughts. From the early detection of a problem through the post-purchase evaluation phase, the article offers an in-depth analysis of the five unique stages that make up consumer behaviour, shedding light on the subtleties of the decision-making process. Clarifying how social media marketing affects customer behaviour as a result is given a lot of importance. A noticeable trend shows that more and more consumers are finding and then buying products on social media, with product categories including clothing, cosmetics, and home goods becoming especially popular. The study emphasises the crucial function of influencers, emphasising that influencers and branded accounts have greater impact over consumer purchase decisions than traditional celebrities. A key message is the importance of developing a strong online presence and skillful reputation management to successfully communicate with potential clients. Artificial intelligence (AI) is a revolutionary technology for understanding and influencing customer behaviour. The concept of AI and its growing significance within the field of digital marketing are elaborated upon in the article. Businesses now have the potential to get insights into consumer behaviour and preferences thanks to the exponential rise of large amounts of data, sometimes known as “big data,” which makes it easier to develop customised marketing campaigns. Notably, the ability of AI algorithms to examine large datasets allows for the identification of trends and patterns that could elude traditional analytical approaches. The report also explores the implications of AI for the field of influencer marketing.