Abstract:
In an increasingly interconnected world, businesses may face the challenge of managing crises, whether they be economic recessions, natural disasters, or global pandemics. In such situations, creating strong and sustainable marketing resilience for businesses aiming for survival and growth becomes vital. Digital technologies—particularly social media platforms and Artificial Intelligence (AI)—can play a crucial role in enhancing marketing resilience. This research seeks to answer the central question: "How can social media and artificial intelligence technologies help businesses create marketing resilience during crises?" This study analyzes a wide range of relevant research using a literature review. The findings show that AI and social media together contribute to increasing marketing resilience during crises by facilitating real-time engagement, data-driven decision-making, and personalized communications. However, these technologies also bring challenges such as privacy concerns, algorithmic bias, and potential risks to brand reputation. This research contributes to the field by analyzing how AI and social media technologies enable companies to remain agile, mitigate the impact of crises, and maintain sustainability goals in their marketing practices.
Machine summary:
This research seeks to answer the main question: "How can social media and artificial intelligence technologies help businesses create marketing resilience during a crisis?" This study analyzes a wide range of relevant research using a literature review.
The findings show that artificial intelligence and social media together contribute to increasing marketing resilience during crises by facilitating real-time interaction, data-driven decision-making, and personalized communications.
A key research question that guided this review was: "How can social media and artificial intelligence technologies help businesses create marketing resilience during a crisis?" To answer this question, the literature review was conducted using various academic databases such as Google Scholar, Scopus, and Web of Science.
And presented in this study, it provides valuable insights into how artificial intelligence and social media technologies can help businesses navigate crises and strengthen their marketing strategies.
Bucar [21] systematically reviews the application of advanced technologies, such as machine learning, big data, and social network analysis, in reshaping social media crisis management and communications, finding that these technologies enhance organizations' ability to respond quickly, disseminate accurate information, and engage effectively with the public, thereby supporting more sustainable and resilient crisis communication strategies.
[22] emphasize that social media enables brands to disseminate information quickly and communicate effectively with communities during crises, while AI helps analyze customer data to develop targeted marketing strategies; these technologies support brands in creating more flexible and sustainable marketing strategies, allowing them to adapt to current conditions and become more resilient to future crises.
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