RT Journal Article
T1 Beyond the post: an SLR of enterprise artificial intelligence in social media
A1 Maldonado-Canca, Luis
A1 Casado-Molina, Ana María
A1 Cabrera-Sánchez, Juan Pedro
A1 Bermúdez-González, Guillermo José
K1 Comunicación en la empresa
AB This study explores the impact of artificial intelligence (AI) on brand communication within corporate social networks, analyzing its benefits, ethical and technical challenges, and proposing responsible implementation strategies enriched with new theoretical contributions. To achieve this, a systematic literature review (SLR) was conducted based on the SPAR-4-SLR methodology by Paul et al. (2021), using 57 studies from Scopus and Web of Science over the past six years. This approach was complemented with recommendations from Kitchenham and Charters (2007) to ensure rigor and thoroughness in the analysis. The study reveals that artificial intelligence transforms interactions within corporate social networks by enabling effective personalization, optimizing customer experience, and enhancing satisfaction. Benefits include precise segmentation, predictive analytics, and customer service optimization through chatbots. However, significant ethical challenges also emerge, such as data privacy, algorithmic bias, and a lack of transparency in AI models. The necessity for responsible practices and regulations that foster user trust and mitigate risks associated with the implementation of AI in digital communication strategies is emphasized.
PB Springer
YR 2024
FD 2024
LK https://hdl.handle.net/10630/35282
UL https://hdl.handle.net/10630/35282
LA eng
NO Maldonado-Canca, LA., Casado-Molina, AM., Cabrera-Sánchez, JP. et al. Beyond the post: an SLR of enterprise artificial intelligence in social media. Soc. Netw. Anal. Min. 14, 219 (2024). https://doi.org/10.1007/s13278-024-01382-y
NO Funding for open access publishing: Universidad Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 23 ene 2026