The Role of Artificial Intelligence in Developing Media Marketing Strategies from the Perspective of Social Media Users
List of Authors
Ahmed A. Q. Karim, Muhammad K. Hamdan
Keyword
Artificial Intelligence, Media Marketing Strategies, Social Media Users
Abstract
The study aimed to explore the role of artificial intelligence (AI) in developing media marketing strategies from the perspective of social media users in the Gaza Strip. The researchers employed the descriptive approach, using a questionnaire as the data collection tool, applied to a randomly selected sample of 130 individuals. The results indicated that AI significantly contributes to the development of media marketing strategies, with an overall average score of 3.87, reflecting a high level of impact. The findings also showed that AI tools, including chatbots, targeted offerings, and data analysis, have a positive influence in supporting decision-making processes within media institutions. Moreover, the study revealed statistically significant differences in perceptions of AI based on gender, favoring females, while no statistically significant differences were found based on academic qualification. These results underscore the importance of AI in enhancing media marketing strategies and improving the effectiveness of media-related decision-making.