ANALYZING THE EFFECTIVENESS OF AI-POWERED SOCIAL MEDIA MARKETING ON BRAND ENGAGEMENT AMONG GENERATION Z CONSUMERS IN VIJAYAWADA

Author

Mr. Vasireddy Charan Sai , Dr. K. Krishna Rao


Abstract

 Artificial Intelligence (AI) is being integrated into social media marketing through personalizations, recommendation systems, automated content creation, chatbots and data-driven content distribution. This research investigates the efficacy of AI-powered social media marketing on brand engagement of Generation Z consumers in Vijayawada. A descriptive cross-sectional study design was followed, and a structured online questionnaire was administered to 86 participants. This study analyzed the respondents’ characteristics, social-media usage, awareness of AI marketing, perception about AI-powered marketing, brand engagement, purchase intention and concerns regarding AI marketing. Frequency and percentage distributions, mean scores, Cronbach’s alpha and Pearson correlation were performed. Perception about AI-powered social media marketing had a mean score of 3.94 out of 5, whereas brand-engagement had a mean score of 3.97. Pearson correlation was r = 0.744 (p < 0.001), signifying a strong, positive association between respondents’ perception about AI-marketing and brand engagement. Personal data privacy and excessive personalized advertising were the prominent concerns. Interpreting these results should be done with caution due to the non-probability sampling technique and should not be generalized to the entire population of Generation Z consumers in Vijayawada.



Keywords

Artificial Intelligence, Social Media Marketing, Brand Engagement, Generation Z, Personalization, Consumer Behaviour, Vijayawada.



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