Paper Details

Name: Eknath Prasath & Devaki
Country: India

Year: 2026
Volume: Volume No: 13, Issue No: 1 (January-June)
Page Number: 75-78
DOI: https://doi.org/10.5281/zenodo.19567449

ABSTRACT
This study examines the role of Artificial Intelligence (AI) in social media analytics, focusing on measuring brand engagement and reach. With the rapid growth of digital platforms, businesses increasingly rely on AI-powered tools to analyse user interactions, predict consumer behaviour, and enhance marketing strategies. The study evaluates how AI technologies improve the accuracy of engagement metrics such as likes, shares, comments, and impressions. It also explores the effectiveness of AI in tracking brand reach across multiple platforms. Furthermore, the research highlights the relationship between AI-driven analytics and improved decision-making in marketing. The findings suggest that AI significantly enhances the efficiency, accuracy, and strategic value of social media analytics. Finally, recommendations are provided for organizations to effectively integrate AI into their digital marketing strategies.

Keywords: Artificial Intelligence, Social Media Analytics, Brand Engagement, Reach,
Digital Marketing, Data Analytics