Knowledge, Innovation and Technology in Scientific Research Vol. 3

The rapid growth of social media has transformed the marketing environment by enabling organisations to interact with consumers, monitor market trends, and obtain real-time insights from large volumes of user-generated content. At the same time, the digital environment has increased organisational exposure to misinformation, online manipulation, negative electronic word-of-mouth, privacy concerns, algorithmic bias, and rapidly evolving crises. Artificial intelligence (AI) offers significant potential to address these challenges through capabilities such as natural language processing, sentiment analysis, automated text classification, predictive analytics, and social listening. However, the effective use of AI-enabled social media analytics requires organisations to balance technological opportunities with ethical and digital risk considerations. This paper develops a conceptual understanding of the role of AI-enabled social media analytics in strengthening marketing resilience and digital risk management. Drawing upon the literature on artificial intelligence, social media marketing, crisis management, consumer engagement, organisational resilience, and ethical AI, the study proposes a framework in which AI capabilities enhance social media analytics, leading to improved digital intelligence and marketing response capabilities. These capabilities, in turn, contribute to marketing resilience by supporting early risk detection, adaptive decision-making, effective crisis response, and sustained consumer engagement. The framework also recognises algorithmic bias, data privacy, misinformation, and ethical concerns as critical factors influencing the effectiveness of AI-driven marketing practices. The study contributes by integrating previously fragmented research streams and positioning AI-enabled social media analytics as a strategic capability for managing digital uncertainty and building resilient marketing systems.