A scoping review

This research conducts a scoping review on the application of machine learning (ML) in social media marketing, an increasingly pivotal area in digital marketing strategies. Machine learning plays a crucial role in analyzing user data, identifying consumer behavior, personalizing content, and optimi...

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Main Authors: I Gusti Ayu Tirtayani, I Made Wardana, Putu Yudi Setiawan, I Gst. Ngr. Jaya Agung Widagda K
Format: Article
Language:English
Published: Universidade Federal de Pernambuco (UFPE) 2024-11-01
Series:Journal of Perspectives in Management
Subjects:
Online Access:https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/262880
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author I Gusti Ayu Tirtayani
I Made Wardana
Putu Yudi Setiawan
I Gst. Ngr. Jaya Agung Widagda K
author_facet I Gusti Ayu Tirtayani
I Made Wardana
Putu Yudi Setiawan
I Gst. Ngr. Jaya Agung Widagda K
author_sort I Gusti Ayu Tirtayani
collection DOAJ
description This research conducts a scoping review on the application of machine learning (ML) in social media marketing, an increasingly pivotal area in digital marketing strategies. Machine learning plays a crucial role in analyzing user data, identifying consumer behavior, personalizing content, and optimizing marketing campaigns. Through a systematic search of academic journals, conference proceedings, and other relevant sources, this review identifies and synthesizes studies that explore the use of ML in social media marketing. The selected studies are analyzed to provide a comprehensive overview of ML's impact and applications within this domain. Key findings highlight the significant role of ML in enhancing personalization, improving user engagement, and driving more effective marketing strategies. However, challenges such as data privacy concerns, algorithmic biases, and the need for greater transparency are also noted. The practical implications for marketers include the importance of ethical practices in data handling, algorithm development, and consumer trust-building. Additionally, this review identifies gaps in the current literature and suggests directions for future research, offering valuable insights for both researchers and practitioners aiming to leverage machine learning in social media marketing.
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institution Kabale University
issn 2594-8040
language English
publishDate 2024-11-01
publisher Universidade Federal de Pernambuco (UFPE)
record_format Article
series Journal of Perspectives in Management
spelling doaj-art-e6b30a0b827a49778d7ec17b2266370c2025-01-10T22:19:54ZengUniversidade Federal de Pernambuco (UFPE)Journal of Perspectives in Management2594-80402024-11-01810.51359/2594-8040.2024.262880A scoping reviewI Gusti Ayu Tirtayani0https://orcid.org/0000-0002-7174-0626I Made Wardana1https://orcid.org/0000-0001-7954-3726Putu Yudi Setiawan2https://orcid.org/0000-0002-0297-6125I Gst. Ngr. Jaya Agung Widagda K3https://orcid.org/0009-0001-0239-3747Economic and Business Faculty, Udayana UniversityEconomics and Business Faculty, Udayana University, Bali – IndonesiaEconomics and Business Faculty, Udayana University, Bali – IndonesiaEconomics and Business Faculty, Udayana University, Bali – Indonesia This research conducts a scoping review on the application of machine learning (ML) in social media marketing, an increasingly pivotal area in digital marketing strategies. Machine learning plays a crucial role in analyzing user data, identifying consumer behavior, personalizing content, and optimizing marketing campaigns. Through a systematic search of academic journals, conference proceedings, and other relevant sources, this review identifies and synthesizes studies that explore the use of ML in social media marketing. The selected studies are analyzed to provide a comprehensive overview of ML's impact and applications within this domain. Key findings highlight the significant role of ML in enhancing personalization, improving user engagement, and driving more effective marketing strategies. However, challenges such as data privacy concerns, algorithmic biases, and the need for greater transparency are also noted. The practical implications for marketers include the importance of ethical practices in data handling, algorithm development, and consumer trust-building. Additionally, this review identifies gaps in the current literature and suggests directions for future research, offering valuable insights for both researchers and practitioners aiming to leverage machine learning in social media marketing. https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/262880Scoping review Machine learningSocial media marketingData analysisMarketing strategy
spellingShingle I Gusti Ayu Tirtayani
I Made Wardana
Putu Yudi Setiawan
I Gst. Ngr. Jaya Agung Widagda K
A scoping review
Journal of Perspectives in Management
Scoping review
Machine learning
Social media marketing
Data analysis
Marketing strategy
title A scoping review
title_full A scoping review
title_fullStr A scoping review
title_full_unstemmed A scoping review
title_short A scoping review
title_sort scoping review
topic Scoping review
Machine learning
Social media marketing
Data analysis
Marketing strategy
url https://periodicos.ufpe.br/revistas/index.php/jpm/article/view/262880
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