Journal of Social Media Marketing

Social Media Influencers and Artificial Intelligence: Opportunities and Challenges

Ha Thi-Hai Do, William H Murphy — Tue, 30 Dec 2025 00:00:00 +0000

This study examines social media influencers’ (SMIs) perceptions of the role of artificial intelligence (AI) in advancing their relationships with followers, and their views of the opportunities/dangers of AI in assuring their authenticity. Adopting a qualitative phenomenological approach, the study explores how SMIs’ (a) perceive AI as a tool to help SMI activities and (b) perceive AI as a positive/negative effect on relationships with followers. Data was collected through 17 semi-structured interviews with Canadian SMIs in various fields. This study shows that AI is perceived to offer significant opportunities for SMIs including improved data analytics, enhanced connectedness, and strengthening SMIs’ relationships with their followers. However, SMIs are concerned about the dangers of AI, including loss of expressing ones’ true self and loss of honesty with their followers. Collectively, participants indicated concerns about their authenticity when AI is used. Additionally, this study reveals practical implications for SMIs by providing insights into opportunities and challenges being faced in the context of AI.

Modern-Day Social Media Consumption: Trends, Implications, and Future Directions

Shadrack Oguta, Felix Eling — Tue, 30 Dec 2025 00:00:00 +0000

This paper examines modern-day social media consumption, exploring current trends, its implications for individual behavior and society, and future directions. Social media platforms have transformed the way people communicate, access information, and consume entertainment. The study identifies key trends, such as the rise of influencer culture, the shift towards visual and short-form content, and the increasing use of social media for marketing and political influence. It also highlights the implications of these trends on privacy, mental health, and societal dynamics, emphasizing both positive and negative outcomes. By analyzing existing research and data, the paper offers recommendations for users, businesses, and policymakers on how to navigate the evolving landscape of social media. Finally, it outlines potential future directions in social media consumption, considering emerging technologies like augmented reality and artificial intelligence.

Understanding Nighttime Digital Behavior During Ramadan: A Case Study on Saudi Women

Fatimah Al-Dossary, Kamran Ahmad Siddiqui — Tue, 30 Dec 2025 00:00:00 +0000

This paper explores how women in Saudi Arabia engage online during the holy month of Ramadan, focusing on when their digital activity peaks and how it shifts throughout the day. Drawing on 300 timestamped survey responses, the research identifies a distinct nocturnal shift in online behavior, with 42% of responses submitted between midnight and 5:59 AM. Peak online engagement among Saudi women during Ramadan occurs between 10:00 PM and 3:00 AM, shaped by cultural routines like Taraweeh prayers and Suhoor preparations. Using descriptive analysis in Microsoft Excel by focusing on time segmentation, pivot tables and frequency charts, the study mapped when users are most active. An ANOVA test confirmed significant differences in engagement frequency across age groups F (4, 115) = 18.94, p < 0.0000000000055. Participants were also grouped by age and preferred platform, revealing that women aged 18-24 were the most active, specifically in Instagram and Twitter/X during nighttime hours. These insights offer three key takeaways for marketers: (1) schedule Ramadan campaigns between 10:00 PM and 2:00 AM for better reach, (2) Tailor content by age group and platform. (3) adjust team hours to match consumers’ online activity. This paper contributes to Islamic consumer behavior research by applying timestamp analytics to capture daily engagement rhythms and offers marketers a practical, culturally informed approach to digital strategy during Ramadan.