The Role of Social Media and Artificial Intelligence (AI) in Enhancing Digital Marketing Resilience During Crises
Year: 2025
Type: article
Abstract: In an increasingly interconnected world, businesses may face the challenge of managing crises, whether they are economic downturns, natural disasters, or global pandemics. During such times, building strong and sustainable marketing resilience becomes crucial for businesses aiming to survive and thrive. Digital technologies—particularly social media platforms and artificial intelligence (AI)—can play a vital role in enhancing marketing resilience. This research seeks to answer the core question: “How can social media and AI technologies help businesses build marketing resilience during crises”? Drawing from a literature review, this study analyzes a wide range of relevant research. The findings indicate that AI and social media together contribute to enhancing marketing resilience during crises by enabling real-time engagement, data-driven decision-making, and personalized communication. However, these technologies also present 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, reduce the impact of crises, and maintain sustainability objectives in their marketing practices.
Source: Sustainability
DOI: 10.3390/su17073134
Author: Bora Gündüzyeli
Institution: Istanbul Topkapi University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W4409084194