Mohamed Al-Shafei
Mohamed's subject area is Marketing. Mohamed's PhD project title is 'Investigating the Effectiveness of Artificial Intelligence for Social Media Marketing of Luxury Brands'. Read more about Mohamed's research.
Project description
It is now the norm for companies and brands globally to have a presence on social media, mainly because ‘the customers are there’. However, luxury brands had initially been reluctant to use social media due to the unique marketing features of their offerings such as exclusivity, which is in contradiction to the mass appeal of social media.
Luxury brands have come to realise that social media is now the most effective marketing medium available to engage with their customers. So, they are now seeking how they can use social media effectively while maintaining their key values which differentiate them from other brands.
A promising solution is the use of artificial intelligence (AI) to collect and process a large amount of data available both on social media and from other sources, to allow luxury brands to develop more effective customer engagement strategies on social media.
Therefore, my research is aimed at establishing the most effective approach to carry out social media marketing of luxury brands, so as to improve buying intent of customers, bearing in mind the potential moderating effect of Artificial Intelligence on marketing effectiveness.