A Qualitative Investigation into how Artificial Intelligence (AI) Affect Customer Experience on Social Media

In order to answer the central research, question this query is divided into six research questions, which will guide the research process and analysis.
Theoretical based research questions:
What are characteristics of Artificial Intelligence?
How AI is Impacting Social Media Engagement?
Empirical based research questions:
To what extent that the benefits that AI helps customize user’s experience on social media platform become a negative impact, higher screen time, on their daily lives instead?
To what extent to AI integration into social media influence customers’ perspectives in a matter in Europe?
What will get European from age 15-35 with medium income to engage the most on different social media platforms especially Facebook and Instargram?
These research questions contain several key concepts and address areas, which need to be clarified beforehand.
Research sub-question 1
This study will examine the technology behind Artificial Intelligence as well as its usages aiming to understand how can it affect customer’s experience on social media through customization providing tailoring personal-interested information. By understanding its characteristics, researcher can understand further how it works and influence customer’s.
Research sub-question 2
This study will define main social media platforms and what they are as well as why are people using it in their daily lives. After learning about the characteristics of AI from the first research question, by answering this next question, the researcher can narrow down a list of the most popular social media platforms which currently have the most impacts on mobile phone user’s lives, thus, help the researcher examine the influence AI has on customer service and engagement much more clearly. Examining different social media platforms researcher can acquire a deeper knowledge of the variety of features that companies are using to improve their user’s engagement.
By answer the theoretically oriented research questions (1 and 2) will help to gain insight and to further answer the empirical based questions (3 to 5).
Research sub-question 3
With the insights of interviews the researcher will attempt to answer the first empirical based sub-question. Based on the literature review, this sub-question is going to give an insight of the benefits as well as the damages that AI had indirectly created on users. Besides, the interviews would provide a more precise insight of the changes on on-screen time that users have before and after social media companies integrated AI.
Research sub-question 4
With the insights of interviews and literature review, the researcher will attempt to answer the second empirical sub-question. The researcher will research the current trending matters and what are the perspectives of the medium-incomed users on the matter specifically in Europe. This will be done by understanding which platforms they use to get be informed, or which sources that they usually see on their feed, for instance would they be more liberal or conservative sources.
Research sub-question 5
With the insights of interviews and the literature review the researcher will attempt to answer the third empirical based sub-question. The researcher will examine different features on social media platform, especially Facebook, such as Like button, suggested videos, tagging feature. Based on this, researcher will look for the key features that users use the most or which features are trapping them in scrolling through their feed all day through interviews or observation type of research. By doing the research targeting European within the 15-35 age group with medium income, the target group that who spend lots of time on their phone, researcher would acquire a more enhance knowledge of how AI is affecting users since this age group would be the one that is influenced by it the most.