Business Intelligence Management Studies

Analyzing the Dimensions of Social Currency in the Digital Marketing Ecosystem: Based On Artificial Intelligence

Document Type : Research Paper

Authors

Davood Feizِ 1
Azim Zarei 2
Mohsen Arman 3
Elham Sadat Kia 3

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

https://doi.org/10.22054/ims.2025.86242.2625
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.

Keywords

Social Currency
Thematic Analysis
Digital Marketing
Artificial Intelligence
Subjects
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‌ ‌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..

Business Intelligence Management Studies
Volume 14, Issue 54
Autumn 2026
Pages 85-120

  • Receive Date 03 June 2025
  • Revise Date 11 July 2025
  • Accept Date 13 July 2025

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