THE CATALYTIC ROLE OF ARTIFICIAL INTELLIGENCE IN THE RELATIONSHIP OF SOCIAL MEDIA USAGE AND SATISFYING CUSTOMER EXPERIENCE AMONG POTENTIAL BUYERS

Abstract

The increasing influence of social media on customer behavior has prompted a need to explore its implications in various sectors, including higher education. This study examines the dynamic relationship between social media usage and satisfying customer experience in the context of public sector universities in Southern Region of Khyber Pakhtunkhwa (KP), Pakistan. A mediation model is proposed and empirically validated to investigate the mediating roles of artificial intelligence.Grounded in theoretical perspectives from digital marketing and consumer psychology, this quantitative study utilized survey data collected from university graduates, Structural equation modeling was conducted using Smart-PLS (Partial Least Squares) to assess both direct and indirect relationships among the constructs.The results revealed that Artificial Intelligence significantly mediate the relationship between social media usage and satisfying customer experience among potential buyers. This research makes a theoretical contribution by integrating artificial intelligence into model of social media usage influence on satisfying customer experience in the educational context. It also provides practical recommendations for university administrators and policymakers to strategically utilize AI-driven technologies engaging social media content to optimize student recruitment and engagement.