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Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users' expectations

机译：将基于人工智能的社交媒体营销软件的未来功能与潜在用户的期望相匹配

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摘要

The increasing use of Artificial Intelligence (AI) in Social Media Marketing (SMM) triggered the need for this research to identify and further analyze such expectations of potential users of an AI-based software for Social Media Marketing; a software that will be developed in the next two years, based on its future capabilities.In this research, we seek to discover how the potential users of this AI-based software (owners and employees from digital agencies based in France, Italy and Romania, as well as freelancers from these countries, with expertise in SMM) perceive the capabilities that we offer, as a way to differentiate our technological solution from other available in the market.We propose a causal model to find out which expected capabilities of the future AI-based software can explain potential users' intention to test and use this innovative technological solution for SMM, based on integer valued regression models. With this purpose, R software is used to analyze the data provided by the respondents. We identify different causal configurations of upcoming capabilities of the AI-based software, classified in three categories (audience, image and sentiment analysis), and will trigger potential users' intention to test and use the software, based on an fsQCA approach.
机译：在社交媒体营销（SMM）中越来越多地使用人工智能（AI），这引发了对该研究的需求，以识别和进一步分析基于AI的社交媒体营销软件的潜在用户的此类期望;该软件将根据其未来的功能在未来两年内开发。在本研究中，我们力求发现这种基于AI的软件的潜在用户（来自法国，意大利和罗马尼亚的数字代理商的所有者和员工）如何以及来自这些国家/地区的具有SMM专业知识的自由职业者）认识到我们提供的功能，以此将我们的技术解决方案与市场上其他可用的技术区分开来。我们提出了一种因果模型来找出未来的预期功能基于AI的软件可以解释潜在用户基于整数回归模型测试和使用此创新的SMM技术解决方案的意图。为此，R软件用于分析受访者提供的数据。我们确定基于AI的软件即将发布的功能的不同因果配置，分为三类（受众，图像和情感分析），并将基于fsQCA方法触发潜在用户测试和使用该软件的意图。

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