EXPLORING THE DIGITAL LANDSCAPE : UNRAVELING THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE AWARENESS AND PERSONALIZATION ON USER ENGAGEMENT IN SOCIAL MEDIA MARKETING

Abstract: The study aims to investigate user engagement in the Generated Artificial Intelligence (GAI) marketing content within social media marketing. The increasing prominence of GAI content has sparked diverse reactions, particularly concerning the safety of personalized content and individuals' awareness of their data being utilized for customization. The main goal of this research is to understand the impact of GAI on user engagement in social media marketing, focusing on the utilization of customer data and preferences on social media platforms. The research unfolds as an empirical exploration, employing a quantitative approach and a structured questionnaire. In conclusion, the research implications emphasize the significance of transparent communication, strategic content creation, and a nuanced understanding of the relationship between awareness, personalization, and consumer engagement in the context of AI-generated content. Marketers can leverage these insights to refine their strategies, enhance user experiences, and build trust in the era of AI-driven marketing.