The impact of using AI in social media on a company’s brand equity

: mediator effect of consumer engagement

Abstract

In today's evolving digital landscape, the convergence of Artificial Intelligence and social media is revolutionizing brands' marketing strategies, so it becomes important to understand the impact that AI tools have on brand equity through social media engagement. This study focuses on the intricate relationship between AI, social media, consumer engagement and brand equity. Through a multi-stage research approach, including pre-tests, focus groups and a main survey, the study examines the impact of AI-based content targeting tools on brand equity in social media, with a particular focus on understanding the mediating role of consumer engagement. However, despite the potential limitation on the results, the study emphasizes the importance of consumer engagement as a critical mediator in this relationship. By taking advantage of AI content targeting tools, brands can tailor their messages to consumers' preferences, improving their consumer engagement and, subsequently, their equity. Looking ahead, future research efforts should take a comprehensive approach across multiple brands from diverse sectors to understand the transformative potential of AI in digital marketing.

Date of Award	9 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)