Abstract
In today’s society, online marketing has become essential for almost every business. As digitalization accelerates, companies are increasingly compelled to strengthen their online presence and strategically position themselves within the digital space. Younger consumers, in particular, actively use social media platforms to inform their purchasing decisions. As a result, it is critical for brands to boost their visibility on these platforms and develop effective marketing strategies. With consumers becoming more mobile, they expect personalized experiences and seamless interactions across all touchpoints when engaging with a company. To address these challenges, the integration of artificial intelligence (AI) in marketing, alongside collaborations with influencers, has gained significant traction in recent years. AI plays a pivotal role in crafting personalized customer experiences, while influencers have considerable sway over young consumers. Social media campaigns are especially effective in shaping the consumption habits of adolescents, who tend to trust the recommendations and experiences shared by influencers. This trust significantly influences their purchasing behavior. In particular, influencer marketing strategies on platforms like Instagram enable brands to effectively connect with younger audiences. This study aims to explore how businesses utilize AI to enhance their online marketing efforts within the realm of social media, and to analyze the influence of influencers on the consumption patterns of young people. In this context, the growing impact of influencer marketing is increasingly shaping brand loyalty among young consumers, leaving a lasting effect in today’s digital age.
Published Version
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