| Abstract [eng] |
This Master's thesis examines the application of artificial intelligence (AI) tools in influencer activities and evaluates their impact on the effectiveness of digital communication. In today’s social media landscape, influencer marketing has become one of the most prominent strategies for shaping consumer behavior, and AI technologies offer the potential to automate, personalize, and strategically enhance this process. Despite these opportunities, there is still a lack of systematic research in academic literature regarding the integration of AI in influencer practices, especially within the Lithuanian digital marketing context. The aim of this thesis is to explore how AI tools can be applied in influencer workflows and how they contribute to improving communication efficiency, culminating in the development of an empirically grounded model. The research employed both quantitative and qualitative methods. The quantitative analysis validated five hypotheses, revealing statistically significant correlations between the use of AI tools and influencer performance outcomes, including content personalization, audience engagement, content analysis, and time efficiency. |
