Utilize the Relationship Between Artificial Intelligence (AI) on Short Video Platforms and Users Self-conception to Guide Marketing Strategies

Abstract

Artificial intelligence is widely used in social media. When users use social media, AI has a positive or negative impact on users' self-perceptions. 2022 Jeff Hancock's crystal framework theory of algorithms indicates that short video platforms influence users' self-perceptions: know me well, real self, and community. The primary purpose of this study is to establish the relationship between artificial intelligence on social media and users' self-perceptions by drawing on Jeff Hancock's self-concept theory. The relationship between the two can be used to optimize the existing marketing strategy of advertising products on social media and to optimize the experience of social media users while effectively promoting the marketing products positively.