IMPACT OF AI-ENABLED SENTIMENT ANALYSIS ON CONSUMER ENGAGEMENT AND BRAND LOYALTY: A STUDY OF SOCIAL MEDIA MARKETING IN THE RETAIL INDUSTRY

Abstract: Integration of artificial intelligence (AI) into the marketing of social media has transformed the way the brands work with consumers, relationships and support loyalty. This document examines the impact of the Sentiment of Sentiment supported by AM on the involvement of consumers and a brand loyalty with a special focus on the retail industry. The AI sentiment analysis tools monitor and interpret customer emotions, provide real -time knowledge that help brands to adapt their message, improve customer experience and predict loyalty trends. This study, which uses access with mixed methods, uses both qualitative and quantitative data, including surveys, interviews and reviews of literature, to assess how AI technology affects consumers' behavior. Research identifies key metrics of consumers, such as the degree of clickthrough, customer satisfaction and the frequency of social media interaction, exploring their relationship with marketing strategies on AI. In addition, it emphasizes the importance of real time feedback in improving brand loyalty and maintaining customers. Finding out of the study reveals that analysis of AI sentiment increases marketing efficiency by allowing hyper personalized content, immediately addressing customers' concerns and improving the overall perception of the brand. This not only drives deeper engagement, but also strengthens the long -term loyalty of the brand. The contribution also discusses the practical consequences of receiving AI -controlled tools and provides retailers that seek to optimize the location of the brand on the competitive digital market, recommendations that can be optimized. Overall, research emphasizes that the AF sentiment analysis plays a decisive role in the formation of relationships with the consumer brand and offers insight into future trends and applications in AI -based digital marketing.