This study investigates the
growing influence of AI-driven social media platforms on everyday communication
practices and business activities. Using an exploratory survey-based design
supplemented with contextual qualitative observations, the research integrates
a structured literature review with descriptive quantitative and qualitative analysis.
Primary data were collected through an online survey of 250 respondents from
diverse age groups and occupational backgrounds, supplemented by contextual
qualitative observations.
Findings indicate a steady
increase in social media engagement over recent years, with individuals aged
15–25 emerging as the most active users. Most respondents reported spending two
to five hours daily on platforms such as WhatsApp, YouTube, Facebook, and
Instagram. Social media is widely perceived as useful for communication,
entertainment, and business-related purposes; however, perceptions of
reliability, safety, and security remain moderate. The study further identifies
the expanding role of artificial intelligence in shaping user experiences
through personalisation, automated content delivery, targeted advertising, and
data-driven insights.
The results highlight the dual
nature of AI-driven social media—enhancing usability and business efficiency
while simultaneously raising concerns related to privacy, trust, and ethical
use. These findings emphasise the importance of strengthening digital literacy,
improving platform governance, and adopting responsible AI practices to ensure
sustainable social and economic benefits as AI-enabled social media continues
to evolve.
Author(s)
Details :-
Mahasweta Ghosh
MSc Hospitality Management, NSHM, Durgapur, India.
Please see the book
here :- https://doi.org/10.9734/bpi/nicass/v6/6824
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