Abstract

Purpose. The study aims to demonstrate the importance of artificial intelligence (AI) and examples of tools based on it in the process of enhancing (building, measuring, and managing) customer engagement (CE) in social media in the higher education industry. CE is one of the current essential non-financial indicators of company performance in Digital Marketing strategy. The article presents a decision support system (DSS) based on social media engagement management with the use of AI-based tools in a higher education industry case study. Methodology. The study was based on an analysis of the literature on AI in conjunction with CE, the results of research – 2022 Social Media Industry Benchmark – prepared by Rival IQ, and qualitative research (in-depth interviews with experts) at selected universities in Poland. At a later stage, the interviews were transcribed, thematically analyzed, and open coding with NVivo was performed. Findings. The conducted study was of an introductory and exploratory nature. It recognises the significant role of AI in enhancing CE in social media. At the same time, examples of AI-based tools that can be used for this have been indicated. It was unequivocally stated that by implementing AI in marketing, universities can act more effectively and consequently enhance their non-financial performance. For them, it is a system that assists decision-making in the field of social media engagement management. Research limitations. Due to its preliminary nature, the study used secondary sources (Rival IQ Report 2022) and individual indepth interviews with three managers of promotion/marketing departments, which does not give a complete picture of the situation under analysis. However, it is the first step in research on this subject that is to be continued. The theoretical contribution. The conducted research demonstrated the role of AI in enhancing customer engagement in social media in higher education while at the same time showing its auxiliary role in the decision-making process. Practical implications. Specific tools such as Sprout Social or Rival IQ were identified that, when applied in universities, can measure the engagement rate and effective CE management in social media used by the university.

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