Recent developments in Generative AI (GenAI) tools and platforms have
fundamentally altered the social media marketing landscape. These cuttingedge
technologies enable marketers to produce a wide variety of media and
content types while ensuring a cohesive brand voice. They facilitate
personalized content creation, amplify emotional engagement, and forecast
customer reactions across social media platforms. Furthermore, machine
learning-driven neuromarketing tools, including eye-tracking and emotion
measurement technologies, can be leveraged through smartphones to
analyze the factors that drive customer engagement with brand posts,
stories, and advertisements. Despite the expanding array of GenAI and
neuromarketing tools accessible today, emerging marketing AI platforms
rooted in neuroscience offer marketers an unprecedented chance to view
brand content from their audience's perspective. While various forms of
static and dynamic brand content are currently being evaluated, the
potential of innovative content generated using Meta AI glasses has yet to be
thoroughly investigated. Notably, the introduction of surface
electromyography (sEMG) technology at the wrist marks a revolutionary
advancement, enabling users to seamlessly control devices throughout the
day. This pioneering technology allows social media users to intuitively
swipe, click, and scroll through content on their Meta AI glasses. Therefore,
this research seeks to examine the existing capabilities of GenAI and
neuromarketing tools and platforms in understanding and measuring user
behavior on social media and the future opportunities they present. The
research unfolds in two phases: the first involves a thorough literature
review, both manual and AI-assisted, while the second phase incorporates
interviews with experts in the field. The findings offer a comprehensive
overview of the various GenAI and neuromarketing tools, culminating in a
proposed taxonomy for measuring customer behavior on social media.
Importantly, this research identifies gaps in the current landscape,
particularly related to the integration of GenAI and neuromarketing tools
and addresses essential performance indicators (KPIs) vital for businesses,
such as impressions, clicks, and advertising spend. This research contributes
to the existing body of academic knowledge and provides valuable insights
for researchers and marketing practitioners.