Using AI in Social Media Marketing : literature review and recommendations for use
Yadav, Jashoda (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616420
https://urn.fi/URN:NBN:fi:amk-2025052616420
Tiivistelmä
The research studies the ways in which AI can be used by small and medium enterprises (SMEs) in their social media marketing. As AI tools become more easier to get for SMEs, they can expand their marketing, increase their customers, and efficiency. The study is motivated by the importance of AI in social media marketing and the SMEs have to follow the same with less resources. The study specifically looks into issues faced by SMEs such as unaffordable prices, poor skill sets, and ethics and privacy concerns.
To do the research, a literature review was used. This means the study looked at books, journal articles, and other reliable sources published between 2020 and 2025. The literature review was conducted using Google Scholar, ScienceDirect, ResearchGate, and other search engines, which also allowed searches with terms like “AI in social media,” “SMEs AI tools,” and “AI marketing problems.” The main literature considered were Singh (2025), Saura et al. (2024), Gil (2020), and Basri (2020). These authors talked about using AI for content creation, targeting customers, automation, and ethical use.
After the literature review, this study concludes that AI can assist SMEs in automating repeating tasks, promoting customer interaction with chatbots, providing personalized content, and helping in decisions based on data. Problems like small budgets, lack of training, and transparency can limit the use of AI for SMEs. For this, the thesis provides recommendations that SMEs can use and adopt a new approach - combining AI features with human creativity.
So, future research can pay attention to researching real-life cases of AI application by SMEs and conduct studies to examine AI's results on marketing effectiveness over time.
To do the research, a literature review was used. This means the study looked at books, journal articles, and other reliable sources published between 2020 and 2025. The literature review was conducted using Google Scholar, ScienceDirect, ResearchGate, and other search engines, which also allowed searches with terms like “AI in social media,” “SMEs AI tools,” and “AI marketing problems.” The main literature considered were Singh (2025), Saura et al. (2024), Gil (2020), and Basri (2020). These authors talked about using AI for content creation, targeting customers, automation, and ethical use.
After the literature review, this study concludes that AI can assist SMEs in automating repeating tasks, promoting customer interaction with chatbots, providing personalized content, and helping in decisions based on data. Problems like small budgets, lack of training, and transparency can limit the use of AI for SMEs. For this, the thesis provides recommendations that SMEs can use and adopt a new approach - combining AI features with human creativity.
So, future research can pay attention to researching real-life cases of AI application by SMEs and conduct studies to examine AI's results on marketing effectiveness over time.