FORECASTING CONSUMER DEMAND AND ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ON BRAND EQUITY USING ARIMA AND SEM MODELS
Organizations are increasingly using analysis to understand consumer buying habits in order to understand what type of promotional strategies work best for their products. This is due to the fact that digital platforms have a greater influence on a consumer's purchasing decisions. A complete quantitative approach is designed to understand the impac...
By M. Kalaivani, Arasuraja Ganesan, N. Arunfred, V. Aruna
A MACHINE LEARNING FRAMEWORK FOR EVALUATING CONSUMER PERCEPTIONS OF AI-GENERATED INFLUENCERS COMPARED TO HUMAN INFLUENCERS IN BRAND PROMOTION
The growing popularity of AI-generated virtual influencers on platforms like Instagram, TikTok, and YouTube has brought about changes in digital marketing through scalable and controllable promotion strategies for brands. Unfortunately, there is still a lack of quantitative models to help compare and measure consumer perceptions about AI-generated ...
By P. Saravanan, V.M. Shenbagaraman, Saravanan Devadoss, N. Arunfred