Enhancing customer experience with AI: Insights from social media marketing strategies for Dubai millennials
List of Authors
  • Nadratun Nafisah Abdul Wahab , Shurouq Alhammadi

Keyword
  • Artificial Intelligence, Customer Experience, Social Media Marketing, Dubai Millennials, Augmented Reality

Abstract
  • This study explores the transformative impact of artificial intelligence (AI) on customer experience in social media marketing, specifically focusing on the millennial demographic in Dubai. Given Dubai's status as a tech-savvy city and the significant role of social media in modern marketing, this research examines how AI technologies, such as chatbots, virtual influencers, and augmented reality (AR), enhance user interactions and engagement. Utilizing a sample of 300 millennials from Dubai, the study employs robust statistical analyses, including regression analysis and structural equation modeling, to evaluate constructs such as AI tools, chatbots, virtual influencers, AR, and overall user experience in social media. Intermediate results indicate that virtual influencers and chatbots significantly improve user engagement metrics, while AR contributes to higher satisfaction scores. Our findings reveal that AI has a substantial positive effect on user experience, particularly emphasizing the effectiveness of virtual influencers and chatbots in creating personalized and engaging interactions. Moreover, augmented reality significantly enhances user satisfaction by offering immersive and interactive content. The results demonstrate that these AI-driven tools serve as crucial mediums, contributing uniquely and meaningfully to social media marketing strategies. This study provides valuable insights for marketers aiming to engage Dubai’s millennial audience by highlighting the importance of integrating advanced technologies to meet user expectations. The implications for marketing practices are discussed, along with recommendations for future research to explore the evolving landscape of AI in social media and its broader impact on consumer behavior.

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