INTELIGÊNCIA ARTIFICIAL E REDES SOCIAIS: ANÁLISE DE DADOS E ESTRATÉGIAS PARA ENGAJAMENTO NO MARKETING DIGITAL

Abstract

The growing influence of social media and artificial intelligence has transformed digital marketing strategies. This study conducts a comparative analysis of the content posted on the Brazilian and Italian Facebook profiles of L’Oréal Paris, aiming to identify which strategy generates higher user engagement. The methodology included image analysis through Google’s Cloud Vision artificial intelligence and network analysis using the Gephi software. The results indicate that posts featuring product images achieved a higher number of likes and engagement compared to those focused on female beauty. While the Italian profile balanced the use of these two types of images, the Brazilian profile prioritized posts featuring women, despite their lower engagement efficiency. The study highlights the importance of data-driven decision-making in digital marketing and demonstrates how artificial intelligence tools can optimize content strategies. Limitations include the lack of access to paid advertisement data and audience demographic information. This research contributes to both academic and professional fields by demonstrating the practical application of big data analysis in marketing decision-making.