AI-Driven Social Media Content Strategies and Brand Image of Indian E-Commerce Brands

Abstract

The high rate of digital technology development has greatly changed the marketing communication especially in the e-commerce market. The social media platforms have become very important platforms through which the brands can communicate and relate with the consumers, and create perceptions of the brands. Artificial Intelligence (AI) has become more actively incorporated into social media marketing over the last few years to improve the personalization of the content, interaction with the consumer, and decision-making processes. The use of AI-based social media content strategies in influencing brand image is very important in the Indian e-commerce market because the competition is stiff and the consumer is digitally empowered. This paper will be an attempt to analyze how AI-based social media content strategies, such as informational, promotional, and interactive, impact the brand image of Indian e-commerce brands with the use of secondary research method. It is founded on the systematic review and thematic analysis of the available literature that was published by the time of 2018 and 2024 in peer-reviewed journals, academic books, and industry reports. The results of the literature suggest that AI-based personalization and interactive content are highly valuable to consumer engagement, trust, and favorable brand associations, and too much promotional material can have a negative influence on perceived authenticity. The research is significant to the existing knowledge in that it offers a comprehensive conceptual knowledge of AI-based content strategy and brand image of the Indian e-commerce industry. Managerial implications demonstrate that it is crucial to use AI ethically, balance academic content and focus on consumers to make a brand sustainable.