IMPACT OF AI-ENABLED SENTIMENT ANALYSIS ON CONSUMER ENGAGEMENT AND BRAND LOYALTY: A STUDY OF SOCIAL MEDIA MARKETING IN THE RETAIL INDUSTRY

Abstract

Integration of artificial intelligence (AI) into the marketing of social media has transformed the 
way the brands work with consumers, relationships and support loyalty. This document examines 
the impact of the Sentiment of Sentiment supported by AM on the involvement of consumers and 
a brand loyalty with a special focus on the retail industry. The AI sentiment analysis tools monitor 
and interpret customer emotions, provide real -time knowledge that help brands to adapt their 
message, improve customer experience and predict loyalty trends. 
This study, which uses access with mixed methods, uses both qualitative and quantitative data, 
including surveys, interviews and reviews of literature, to assess how AI technology affects 
consumers' behavior. Research identifies key metrics of consumers, such as the degree of 
clickthrough, customer satisfaction and the frequency of social media interaction, exploring their 
relationship with marketing strategies on AI. In addition, it emphasizes the importance of real 
time feedback in improving brand loyalty and maintaining customers. 
Finding out of the study reveals that analysis of AI sentiment increases marketing efficiency by 
allowing hyper personalized content, immediately addressing customers' concerns and improving 
the overall perception of the brand. This not only drives deeper engagement, but also strengthens 
the long -term loyalty of the brand. The contribution also discusses the practical consequences of 
receiving AI -controlled tools and provides retailers that seek to optimize the location of the brand 
on the competitive digital market, recommendations that can be optimized. 
Overall, research emphasizes that the AF sentiment analysis plays a decisive role in the formation 
of relationships with the consumer brand and offers insight into future trends and applications in 
AI -based digital marketing. 

,