The Effect of Artificial Intelligence on Enhancing Customer Experience through the Mediation of Social Media Marketing (Case: Iranian Tourism Platforms)

Abstract

In today's digital era, particularly within the tourism industry, the use of social media marketing tools such as chatbots, virtual influencers, and augmented reality (AR) has emerged as one of the most effective strategies for enhancing user engagement and satisfaction. This study aims to elucidate the role of Perceived Artificial Intelligence (PAI)-based technologies in improving customer experience and to examine their impact through social media marketing instruments. The research population comprises customers of Iranian tourism platforms. Data were collected via a structured questionnaire, with items explicitly designed to measure the dimensions of Perceived AI (perceived usefulness, perceived ease of use, perceived enjoyment, perceived intelligence, and personalization), and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with SmartPLS software. A total of 367 questionnaires were evaluated. The findings indicate that specific dimensions of Perceived AI are significantly associated with social media marketing components (chatbots, augmented reality, and virtual influencers), which in turn show a meaningful relationship with customer experience. The results underscore the pivotal role of Perceived AI dimensions in enhancing customer experience on tourism platforms, a role that is notably amplified through the use of social media marketing tools. Accordingly, it is recommended that platform managers strategically and intelligently integrate Perceived AI technologies alongside social media marketing instruments to optimize customer engagement and satisfaction