International Journal of Science, Engineering and TechnologyAuthors: Dr.Shrikant Jagtap
Abstract: In the era of digital changes, real -time emotion analysis operated by Artificial Intelligence (AI) is explaining how brands understand and respond to consumer engagement on social media. The study examines the effectiveness of social media marketing in influencing the brand perception within the Indian e-commerce sector, focusing on consumer feelings expressed in Twitter, Instagram, Facebook and YouTube. Using Advanced AI Tools, research analyzes more than 50,000 user-related texts-incorporating comments, captions, tweets and reviews, related to major Indian e-commerce brands like Flipkart, Amazon India, Misho and Ajio. While employing mixed-method research design, the study integrates machine learning-based emotion classification with statistical hypothesis tests. Conclusions highlight the platforms in platforms, highlight the impact of the campaign tone and time, and customers outline the sufficient effect of negative emotion on loyalty and purchase behavior. Paper ends with strategic recommendations to help the aberor to increase real-time consumer engagement through the AI-Pailed A sense of intelligence.
DOI: https://doi.org/10.5281/zenodo.16608897
