The impacts of Gen AI in transforming social media marketing : a study of solopreneur social media operations
Vu, Thi Phuong Thanh (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052716979
https://urn.fi/URN:NBN:fi:amk-2025052716979
Tiivistelmä
This thesis investigates how Generative Artificial Intelligence (Gen AI) transforms social media marketing for solopreneurs—independent business owners who operate without additional employees. Grounded in digital entrepreneurship and marketing communication theories, the study addresses three core research questions: (1) How does Gen AI enhance the efficiency and productivity of solopreneurs’ social media marketing? (2) In what ways does Gen AI improve content quality and user engagement? and (3) How does AI-driven marketing reshape established theories, notably the 7Ps Marketing Mix?
A mixed-method research design was employed, integrating a survey of 21 solopreneurs, semi- structured interviews with three experienced solo business owners, and a practical-testing case study (“Living on Purpose” Toolkit). The survey provided quantitative insights into perceived gains in efficiency and marketing effectiveness, while interviews offered deeper qualitative perspectives on AI usage, content authenticity, and strategic decision-making. The case study demonstrated how quickly an AI-assisted digital product can be developed and launched, illustrating Gen AI’s impact on workflow, creativity, and rapid market testing.
Findings reveal that Gen AI significantly streamlines routine tasks—such as content drafting and scheduling—enabling solopreneurs to allocate more time to strategic planning and relationship-building. Enhanced content quality and personalization were strongly associated with higher user engagement. Moreover, real-time, data-driven insights from Gen AI tools prompted solopreneurs to adapt elements of the “marketing mix”, underscoring a shift toward customer-centric, iterative marketing approaches. While challenges remain—particularly concerning authenticity, cost, and ethical considerations—this thesis concludes that Gen AI holds substantial promise for empowering solopreneurs seeking to thrive in increasingly competitive digital marketplaces.
A mixed-method research design was employed, integrating a survey of 21 solopreneurs, semi- structured interviews with three experienced solo business owners, and a practical-testing case study (“Living on Purpose” Toolkit). The survey provided quantitative insights into perceived gains in efficiency and marketing effectiveness, while interviews offered deeper qualitative perspectives on AI usage, content authenticity, and strategic decision-making. The case study demonstrated how quickly an AI-assisted digital product can be developed and launched, illustrating Gen AI’s impact on workflow, creativity, and rapid market testing.
Findings reveal that Gen AI significantly streamlines routine tasks—such as content drafting and scheduling—enabling solopreneurs to allocate more time to strategic planning and relationship-building. Enhanced content quality and personalization were strongly associated with higher user engagement. Moreover, real-time, data-driven insights from Gen AI tools prompted solopreneurs to adapt elements of the “marketing mix”, underscoring a shift toward customer-centric, iterative marketing approaches. While challenges remain—particularly concerning authenticity, cost, and ethical considerations—this thesis concludes that Gen AI holds substantial promise for empowering solopreneurs seeking to thrive in increasingly competitive digital marketplaces.