Conference Paper

Unveiling the power of AI in social media marketing : necessary and sufficient conditions as a supplementary analysis approach

Abstract

This study attempts to unveil the role of artificial intelligence (AI), particularly chatbots, in social media marketing (SMM). The study applies self-determination theory and user gratification theory to investigate the driving forces involved in developing positive favorable behavior outcomes through using AI (chatbots) as a strategic weapon in social media marketing. Additionally, it employs fuzzy set qualitative comparative analysis (fsQCA) to research as a supplementary approach to identify the necessary and sufficient best SMM outcomes.

Attached files

Authors

Nikhashemi, S.R.
Chiariello, Michele
Nusair, Khaldoon

Oxford Brookes departments

Oxford Brookes Business School

Dates

Year of publication: 2024
Date of RADAR deposit: 2024-09-12

---

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

---

Related resources

This RADAR resource is Part of Academy of Marketing conference 2024 paper proceedings