Investigating the role of artificial intelligence in social media marketing : a case study of PakWheels online application
Razi Sabri, Muhammad; Hassan, Adeel (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505018537
https://urn.fi/URN:NBN:fi:amk-202505018537
Tiivistelmä
This research investigated the role of artificial intelligence (AI) in enhancing social media marketing strategies, using PakWheels as a case study. The objective of the study was to assess the role of AI technologies like personalized advertising, recommendation systems and AI supported chatbots in customer engagement, presence of brand online and decision making through data driven marketing.
A mixed method research design was applied which entailed both the quantitative and qualitative approaches in order to obtain a comprehensive understanding. When a sample of 63 PakWheels users was polled for structured survey using Webropol software, 63 responses were collected across different demographic segments.
This research confirmed that the use of AI in PakWheels digital marketing effort expedited higher engagement, satisfaction and efficiency. By highlighting lessons for adopting AI in social media for the small and medium sized enterprise context within an emerging market, this study has contributed to the expanding literature on the use of AI in marketing. Research could be expanded in the future by carrying out in depth interviews and comparing other similar platforms across South Asia.
A mixed method research design was applied which entailed both the quantitative and qualitative approaches in order to obtain a comprehensive understanding. When a sample of 63 PakWheels users was polled for structured survey using Webropol software, 63 responses were collected across different demographic segments.
This research confirmed that the use of AI in PakWheels digital marketing effort expedited higher engagement, satisfaction and efficiency. By highlighting lessons for adopting AI in social media for the small and medium sized enterprise context within an emerging market, this study has contributed to the expanding literature on the use of AI in marketing. Research could be expanded in the future by carrying out in depth interviews and comparing other similar platforms across South Asia.