AI-Driven Engagement in Social Media Advertising:A Literature Survey
DOI:
https://doi.org/10.37134/Keywords:
AI-driven advertising; , Social media engagement, Influencer marketing, Ad personalizationAbstract
This study explores AI-driven engagement in social media advertising, focusing on influencer marketing, ad formats, content strategies, psychological factors, and business trends. Drawing from 23 research papers indexed in Scopus and JSTOR (2020–2025), it assesses key engagement drivers and the effects of AI-driven personalization. Findings reveal that AI enhances targeting and interaction but raises ethical concerns such as ad fatigue and algorithmic bias. Research gaps exist in cross-platform engagement, AI-driven gaze tracking, and immersive advertising. The study recommends further exploration of adaptive AI models and ethical personalization to optimize engagement while maintaining consumer trust and regulatory compliance.
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Copyright (c) 2026 Nor Hazlen Kamaruddin, Mohd Ekram Alhafis Hashim, Suraya Md Nasir, Mohd Fauzi Harun (Author)
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