نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران نویسنده مسئول: feiz1353@semnan.ac.ir
2 استاد، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران
3 دانشجوی دکتری ، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران
4 دانشجوی دکتری، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران
چکیده
پژوهش حاضر به بررسی تأثیر هوش مصنوعی بر ارز اجتماعی در بازاریابی دیجیتال میپردازد. با تحول مفاهیمی مانند هویت، تعلق و وفاداری توسط فناوریهای هوشمند، این مطالعه ابعاد نوظهور ارز اجتماعی را تحلیل کرده و چارچوبی نوآورانه برای بهینهسازی استراتژیهای بازاریابی در عصر هوش مصنوعی ارائه میدهد. تمرکز اصلی بر نقش هوش مصنوعی در شخصیسازی، پیشبینی رفتار و تولید محتوا است که موجب دگرگونی ارزشهای ناشی از تعاملات اجتماعی دیجیتال شده است. این پژوهش با روش کیفی و تحلیل تم انجام شد. دادهها از طریق مصاحبههای نیمهساختاریافته با 16 متخصص در حوزههای بازاریابی، مدیریت و هوش مصنوعی جمعآوری و پس از کدگذاری، تحلیل شدند. فرآیند تحلیل منجر به شناسایی 140 کد اولیه، 20 مضمون سازماندهنده و 5 مضمون اصلی شد که شامل: تحول ارزشهای اجتماعی در فضای دیجیتال، نقش هوش مصنوعی در توسعه سرمایه اجتماعی، تأثیر هوش مصنوعی بر رفتار مصرفکننده، استحکام روابط بلندمدت با مشتریان و تسریع تعاملات دیجیتال بودند. یافتهها نشان میدهند که هوش مصنوعی با بازتعریف ابعاد ارز اجتماعی، تعاملات دیجیتال را غنی کرده و ابزارهایی برای پیشبینی رفتار و تقویت وفاداری ارائه میدهد. با این حال، چالشهایی مانند نقض حریم خصوصی، تعصبات الگوریتمی و کاهش لمس انسانی از موانع اصلی هستند. این پژوهش پیشنهاد میکند که شرکتها با پیادهسازی سامانههای تحلیل داده، برگزاری دورههای آموزشی و تدوین چارچوبهای اخلاقی، این چالشها را مدیریت کنند تا از مزیتهای هوش مصنوعی بهرهمند شوند.
کلیدواژهها
موضوعات
عنوان مقاله [English]
Analyzing the Dimensions of Social Currency in the Digital Marketing Ecosystem: Based On Artificial Intelligence
نویسندگان [English]
- Davood Feizِ 1
- Azim Zarei 2
- Mohsen Arman 3
- Elham Sadat Kia 4
1 Professor, Faculty of Economics, Management and Administrative Sciences Corresponding Author: feiz1353@semnan.ac.ir
2 Professor, Faculty of Economics, Management and Administrative Sciences
3 Ph.D. Student, Faculty of Economics, Management and Administrative Sciences
4 Ph.D. Student, Faculty of Economics, Management and Administrative Sciences
چکیده [English]
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.
کلیدواژهها [English]
- Social Currency
- Thematic Analysis
- Digital Marketing
- Artificial Intelligence
- Ahmed, S. M. M., Owais, M., Raza, M., Nadeem, Q., & Ahmed, B. (2025). The impact of AI-driven personalization on consumer engagement and brand loyalty. Qlantic Journal of Social Sciences, 6(1), 311–323. https://doi.org/10.55737/qjss.v-iv.24313
- Bantam, N. J. P., Asnawi, R. A. A., & Huwae, V. E. (2025). Implementation of artificial intelligence and digital marketing on millennials’ purchase intention on the TikTok Shop platform through e-WOM as a mediating variable. Journal of Economic Business and Accounting (COSTING), 8(2), 1243–1251. https://doi.org/10.31539/costing.v8i2.14918
- Berger, R. J. (2013). Introducing disability studies. Lynne Rienner Publishers.
- Chhetri, S., & Milan, S. M. (2025). Role of AI in predicting consumer behavior. International Journal of Scientific Research in Engineering and Management, 9(4), 1–9. https://doi.org/10.55041/ijsrem44399
- Cutler, K. (2024). The evolution of digital marketing in the era of AI. Applied Marketing Analytics, 10(1), 6–17. https://doi.org/10.69554/UNDG1907
- Efendioğlu, İ. (2023). The change of digital marketing with artificial intelligence. In The 7th International Conference on Applied Research in Management, Economics and Accounting—2023 (Vol. 10). https://doi.org/10.33422/7th.iarmea.2023.07.101
- G, P. (2023). The effects of artificial intelligence on digital marketing. ShodhKosh: Journal of Visual and Performing Arts, 4(1SE), 158–167. https://doi.org/10.29121/shodhkosh.v4.i1SE.2023.431
- Gkikas, D. C., & Theodoridis, P. K. (2019). Artificial intelligence (AI) impact on digital marketing research. In Strategic Innovative Marketing and Tourism: 7th ICSIMAT, Athenian Riviera, Greece, 2018 (pp. 1251–1259). Springer International Publishing. https://doi.org/10.1007/978-3-030-12453-3_143
- Gupta, S. (2025). Digital transformation and consumer behavior – The AI influence. International Journal for Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2025.v07i01.37219
- Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30–50. https://doi.org/10.1007/s11747-020-00749-9
- Islam, M. A., Fakir, S. I., Masud, S. B., Hossen, M. D., Islam, M. T., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration. Edelweiss Applied Science and Technology, 8(6), 6498–6516. https://doi.org/10.55214/25768484.v8i6.3404
- Kalinchenko, Y. P. (2022). Currency as a counter-provision in paid transactions. Gosudarstvennaia Sluzhba i Kadry, (5), 130–133. https://doi.org/10.56539/23120444_2022_5_130
- Karami, A., Shemshaki, M., & Ghazanfar, M. (2024). Exploring the ethical implications of AI-powered personalization in digital marketing. Data Intelligence, In Press. https://doi.org/10.3724/2096-7004.di.2024.0055
- Khan, J., Tao, M., & Alam, F. (2021). Social currency is a personal entity in the social media platform domain: Sharing and caring phenomenon in e-commerce platform. https://doi.org/10.20944/preprints202101.0084.v2
- Kurniawan, F., Machmud, M. T., Sudirman, A., Br, M., Bangun, E. D. N., & Hasanah, F. (2025). The artificial intelligence (AI) utilizing to assist digital marketing in Indonesia: A systematic literature review during 2019–2024. https://doi.org/10.4108/eai.17-9-2024.2352992
- Larina, Ya., Zelisko, I., Golitsyn, A., Gavrysh, O., Yesmakhanova, A., & Nedopako, N. (2024). Financial aspects of digital marketing ecosystems formation in the sphere of information and communication technologies. Financial and Credit Activity Problems of Theory and Practice, 3(56), 490–505. https://doi.org/10.55643/fcaptp.3.56.2024.4339
- Mahakal, D. (2023). The impact of artificial intelligence in digital marketing. Journal of Global Economy, 19(2), 30–45. https://doi.org/10.1956/jge.v19i2.688
- Malthouse, E., & Copulsky, J. (2022). Artificial intelligence ecosystems for marketing communications. International Journal of Advertising, 42(1), 128–140. https://doi.org/10.1080/02650487.2022.2122249
- Mendonça, P., & Teixeira, S. (Eds.). (2022). Digital marketing trends. Edições CEOS.PP. https://doi.org/10.56002/ceos.0002b
- Mishra, Y., & Singh, A. (2021). Identifying the factors of social currency for social media marketing strategy. South Asian Journal of Business Studies, 10(3), 305–321. https://doi.org/10.1108/sajbs-01-2020-0022
- Murgai, A. (2018). Transforming digital marketing with artificial intelligence. International Journal of Latest Technology in Engineering, Management & Applied Science, 7(4), 259–262.
- Nalbant, K. G., & Aydın, S. (2023). Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the Metaverse universe. Journal of Metaverse, 3(1), 9–18. https://doi.org/10.57019/jmv.1148015
- Nimbalkar, A., & Singh, A. (2024). A study of the impact of artificial intelligence on digital marketing – A systematic review of literature. Journal of Management and Entrepreneurship. https://doi.org/10.70906/20241803001008
- Nwanna, M., Offiong, E., Ogidan, T., Fagbohun, O., Ifaturoti, A., & Fasogbon, O. (2025). AI-driven personalisation: Transforming user experience across mobile applications. Journal of Artificial Intelligence, Machine Learning and Data Science. https://doi.org/10.51219/jaimld/maxwell-nwanna/425
- Phadnis, N., Gadge, J., & Shah, D. (2025). Transforming customer engagement in digital commerce: The role of conversational AI frameworks. Journal of Information Systems Engineering and Management. https://doi.org/10.52783/jisem.v10i13s.2076
- Rashid, A., & Ashraf, J. (2025). Transforming IT communication: The impact of artificial intelligence. Annual Methodological Archive Research Review, 3(5), 128–155. https://doi.org/10.63075/6dq9b665
- Reshmi, B. R. (2025). Role of artificial intelligence in the transformation of digital marketing. IOSR Journal of Business and Management (IOSR-JBM), 1–5. https://doi.org/10.9790/487X-conf0105
- Saleh, F. A. (2025). The influence of artificial intelligence and electronic word of mouth (eWOM) on consumer purchasing decisions. Syntax Literate: Jurnal Ilmiah Indonesia. https://doi.org/10.36418/syntax-literate.v10i2.55606
- Saltos Cruz, J. G., Ortiz Paredes, W. F., Tejada Moyano, S. P., & Cordero Armendáriz, S. E. (2024). Ecosistema de medios digitales: Un análisis dimensional según el criterio de especialistas. Universidad, Ciencia y Tecnología, 28(125), 68–77. https://doi.org/10.47460/uct.v28i125.856
- Santosh, M. (2024). Artificial intelligence and digital marketing: An overview. International Journal of Engineering Science and Humanities. https://doi.org/10.62904/f9zwxv22
- Silva, B. N., da Silva, W. V., de Macêdo, A. F. P., de Almeida Levino, N., Dalazen, L. L., Kaczam, F., & da Veiga, C. P. (2023). A systematic review on social currency: A one-decade perspective. Journal of Financial Services Marketing, 1. https://doi.org/10.1057/s41264-023-00231-x
- Singh, A. (2023). Social currency, strategies and consumer behavior in post-pandemic world. Purushartha: A Journal of Management, Ethics and Spirituality, 16(2), 77–90. https://doi.org/10.21844/16202116206
- Singh, D. A., Shrivastava, D. A., Kushwah, D. A., Jainani, D. K., & Gupta, D. P. (2025). The role of management information systems in enhancing AI-powered recommendation systems and their impact on consumer behaviour in e-commerce. Journal of Information Systems Engineering and Management. https://doi.org/10.52783/jisem.v10i24s.3926
- Tauheed, J., Shabbir, A., & Pervez, M. S. (2024). Exploring the role of artificial intelligence in digital marketing strategies. Journal of Business, Communication & Technology. https://doi.org/10.56632/bct.2024.3105
- Tripathi, S., Tiwari, A., Singh, S., Sani, A., Aswale, N., & Patil, A. (2024). Impact of artificial intelligence on the social media marketing strategies. In 2024 International Conference on Healthcare Innovations, Software and Engineering Technologies (HISET) (pp. 383–385). IEEE. https://doi.org/10.1109/hiset61796.2024.00112
- Van Esch, P., & Stewart Black, J. (2021). Artificial intelligence (AI): Revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199–203. https://doi.org/10.1177/18393349211037684
- Yan, K. (2024). The application of social media in digital marketing. Financial Economics Insights, 1(1), 25–33. https://doi.org/10.70088/45da7c55
- Yang, F., Ying, T., & Liu, X. (2025). Echoes of innovation: Exploring the use of voice assistants to boost hotel reputation. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 46. https://doi.org/10.3390/
- Zhang, S. (2024). Examining the role of social currency in word-of-mouth marketing. Journal of Marketing Research, 1(10). https://doi.org/10.61173/9ezvf998
- Ziakis, C., & Vlachopoulou, M. (2023). Artificial intelligence in digital marketing: Insights from a comprehensive review. Information, 14(12), 664. https://doi.org/10.3390/info14120664
استناد به این مقاله: فیض، داود.، زارعی، عظیم.، آرمان، محسن.، سادات کیا، الهام. (1404). تحلیل ابعاد ارز اجتماعی در اکوسیستم بازاریابی دیجیتال: مبتنی بر هوشمصنوعی، مطالعات مدیریت کسب وکار هوشمند، 14(54)، 85-120. DOI: https://doi.org/10.22054/ims.2025.86242.2625
Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..
)