Document Type : Research Paper
Authors
1 Professor, Faculty of Economics, Management and Administrative Sciences
2 Ph.D. Student, Faculty of Economics, Management and Administrative Sciences
Abstract
This study examines the impact of artificial intelligence (AI) on social currency in digital marketing. By transforming traditional concepts such as identity, belonging, and loyalty through intelligent technologies, this research analyzes emerging dimensions of social currency and proposes an innovative framework for optimizing digital marketing strategies in the AI era. The primary focus is on AI's role in personalization, behavior prediction, and content generation, which has revolutionized the value derived from digital social interactions .Using a qualitative methodology and thematic analysis, data were collected through semi-structured interviews with 16 experts in marketing, management, and AI. The analysis process identified 140 initial codes, 20 organizing themes, and 5 overarching themes: transformation of social values in digital spaces, AI's role in developing social capital, AI's influence on consumer behavior, strengthening long-term customer relationships, and accelerating digital interactions. Findings indicate that AI enriches digital interactions by redefining social currency dimensions and providing tools for behavior prediction and loyalty enhancement. However, challenges such as privacy violations, algorithmic biases, and reduced human touch remain significant barriers. The study recommends that companies implement data analytics systems, conduct training programs, and establish ethical frameworks to manage these challenges and leverage AI's benefits.
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