Machine Learning Applications in Social Media Marketing: Innovating Customer Engagement and Brand Building

The influence of using machine learning in social media marketing on consumer engagement and brand strength in the UAE retail sector is examined in this quantitative empirical study. The research uses an exploratory design and evaluates the hypotheses using structural equation modelling. Data were gathered from 237 respondents who represented the marketing, administrative, and IT departments of 27 significant retail businesses and shopping centers using a convenient sampling technique. The preliminary findings indicate to a positive correlation between machine learning use in social media marketing and consumer engagement as well as brand strength. Additionally, the research investigates into the mediating influence of content personalization, assuming that the extent of personalization is a critical factor in augmenting the associations that are observed. The study also looks into the moderating effect of the variety of social media platforms that are used. This study investigates whether the influence of machine learning on brand strength and consumer engagement differs depending on the range of platforms used in retail industry social media marketing strategy. Marketing experts could get benefit from the findings of the research to be useful in optimizing their social media marketing strategies by using machine learning technologies strategically, creating personalized content, and taking platform diversity into account