The Use of Machine Learning Processes in Social Media Platforms

The relevance of this paper lies in the increasing role of machine learning algorithms in digital marketing and their application on social media platforms, significantly impacting user activity and content personalization. The main objective of the research is to analyze the use of machine learning algorithms on social platforms and assess users’ knowledge about these algorithms, with two hypotheses concerning marketing functions, increased online time, and content personalization. The survey was conducted in 2023 among approximately 100 students of the Faculty of Organization and Management at the Silesian University of Technology, using purposive sampling based on their active use of social networks. Statistical methods including descriptive statistics and correlation analysis were applied to process the survey data using SPSS and Excel software. Results showed that 85% of respondents confirmed the active use of machine learning algorithms for marketing purposes on social networks, 78% indicated that these algorithms led them to spend more time online, and 90% noticed improved content personalization; the hypotheses regarding marketing functions and online time were supported, while the hypothesis about the impact on specific platforms requires further investigation. This article opens avenues for future research on deeper understanding of machine learning’s influence on user behavior and development of more effective personalization and marketing strategies in the digital environment.