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Nowadays, artificial intelligence and social media play essential roles in relationship marketing. AI improves customer engagement with tailored suggestions or automated reactions, while social media channels are essential for SMEs to engage and interact with customers more personally. Furthermore, digital technologies have fundamentally transformed the marketing ecosystem, evolving customer experiences. This shift has challenged SMEs to use modern methods and develop new initiatives to serve customers better. This research explored the impact of artificial intelligence and social media to strengthen and revolutionize relationship marketing, improving customer satisfaction. By integrating AI-driven insights with social media, SMEs can produce personalized and tailored customer experiences, improve satisfaction, and foster long-term relationships that are the key to SMEs’ growth. The author used a mixed methodology, a combination of a survey study and interviews. Respondents were selected using snowball and convenience sampling. Overall, n = 158 and n = 8 for interviews that voluntarily participated in the research process, providing valuable insights exploring the research problem. Findings emphasized that AI and social media provide a superior opportunity for SMEs to alter their relationship marketing approaches and become competitive.
Ioseb Gabelaia (Mon,) studied this question.