The effectiveness of using artificial intelligence techniques in digital marketing through social networking sites from the point of view of students of marketing communication departments in Saudi universities.

Document Type : Original Article

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Assistant Professor, College of Communication and Media, King Abdulaziz University

Abstract

The study sought to achieve a main goal, which is to identify the effectiveness of using artificial intelligence techniques in digital marketing on social networking sites from the point of view of marketing communication students, to identify the areas of using artificial intelligence techniques in digital marketing, in addition to monitoring the positive and negative effects through the use of intelligence techniques. The study was based on the construction of its variables and interpretation of its results on the theory of dissemination of innovative ideas, and the survey method was employed, within its framework, a sample of 400 individuals from marketing communication students from King Abdulaziz and King Saud Universities was surveyed, and the questionnaire tool was employed. Social communication is based on artificial intelligence techniques, and the management of communication strategies for customer crises came as a first point in terms of the effectiveness of the use of artificial intelligence techniques in social networking sites, and the use of chatbot programs as an effective means to benefit from artificial intelligence.

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