Research Article
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Use of Artificial Intelligence in Social Media: Application Areas and Social Impacts

Year 2025, Volume: 5 Issue: 2, 516 - 528, 30.09.2025
https://doi.org/10.59534/jcss.1754165

Abstract

Artificial Intelligence (AI) technologies are undoubtedly considered one of the most significant developments of the 21st century and are considered a branch of computer science that studies the ability and potential to mimic human intelligence. AI applications are capable of performing tasks that exceed human capabilities, making them quite challenging. In recent years, various social media platforms, particularly Facebook, Twitter, Instagram, Pinterest, and YouTube, have utilized AI technologies to perform a wide variety of tasks, including content moderation, recommendation systems and personalization algorithms, user behavior analysis and predictive analysis, and synthetic media generation. Consequently, AI applications have become a fundamental component of social media platforms. This article aims to reveal the types of tasks AI technologies are used to perform on social media platforms and the potential impacts AI-enabled social media has on users and broader social systems.

Project Number

N/A

References

  • Bailey, D. E., Faraj, S., Hinds, P. J., Leonardi, P. M. Krogh, G. (2022). “We Are All Theorists of Technology Now: A Relational Perspective on Emerging Technology and Organizing”. Organizat ion Science, 33(1): 1-18 ISSN 1047-7039.
  • Beyari, H., & Hashem, T. (2025). “The Role of Artificial Intelligence in Personalizing Social Media Marketing Strategies for Enhanced Customer Experience”. Behavioral Sciences, 15(5). https://doi.org/10.3390/ bs15050700
  • Castro-Martinez, A., & Diaz, P. (2022). “Optimization metrics and their consequences: Understanding engagement-driven recommendation systems”. New Media & Society, 24(5), 1134-1152.
  • Chen, H., Li, L., Chen, Y. (2020). “Explore success factors that impact artificial intelligence adoption on telecom industry in China”. Journal of Management Analytics.
  • Choras, M., Demestichas, K., Gielczyk, A., Herrero, A., Ksieniewicz, P., Remoundou, K., Urda, D., & Wozniak, M. (2021). “Advanced machine learning techniques for fake news (online disinformation) detection: A systematic mapping study”. Applied Soft Computing, 101.
  • Darban, K., Kabbaj, S., & El Jai, M. (2024) “Beyond AI-Generated Essays: Engaging Students in Collaborative Decision-Making Processes in Management Education”. İçinde Empowering Digital Education with ChatGPT (s. 264-283). Chapman&Hall Publish.
  • Edwards, L., Veale, M., & Singh, J. (2022). “Predictive power: Machine learning capabilities for attribute inference on social platforms”. Oxford Internet Institute Working Paper Series.
  • Ghosh, M., Thirugnanam, A. (2021). “Introduction to Artificial Intelligence”. İçinde Srinivasa, K.G., G. M., S., Sekhar, S.R.M. (der.) Artificial Intelligence for Information Management: A Healthcare Perspective. Springer, Singapore. https://doi.org/10.1007/978-981-16-0415-7_2
  • Gonzalez, R., & Park, S. (2022). Active versus passive social media use: Differential associations with adolescent well-being across five countries. Journal of Adolescent Health, 70(3), 478-486.
  • Greengard, S. (2019). “What is artificial intelligence?” (Erişim tarihi: Ekim 2024).https://www.datamation.com/artificial-intelligence/what-is-artificial-intelligence.html
  • Haidt, J., & Twenge, J. (2023). “Social media and adolescent mental health: A longitudinal analysis of platform effects”. Journal of Child Psychology and Psychiatry, 64(5), 591-607.
  • Ibrahim, M., & Lee, K. (2024). “Novel misinformation: Generative AI and the transformation of content verification challenges”. Political Communication, 41(3), 418-437.
  • Johnson, T., Williams, R., & Davis, K. (2023). “Marking the synthetic: Technical approaches to identifying AI-generated content”. Proceedings of the 2023 IEEE Symposium on Security and Privacy, 214-229.
  • Jones, V. (2020). Artificial intelligence enabled deepfake technology: The emergence of a new threat. Utica College.
  • Khichi, M., & Yadav, R.K. (2021). “Analyzing the methods for detecting deepfakes”. 3rd International Conference on Advances in Computing, Communication Control and Networking (ICAC3N), 340-345.
  • Klausen, J., Thompson, R., & Davis, J. (2024). “The human cost of content moderation: Psychological impacts on platform workers”. Social Problems, 71(1), 129-151.
  • Leblanc, C.& Roux, A. (2025). “AI and Social Media: An Integrative Literature Review”. Communication Management. hal-05041614
  • Lekshmi K. S. C., Ayaseelan, R., Kadeswaran, S. (2024). “Revolutionizing Social Media Marketing: A Study on the Role of Artificial Intelligence in Social Media Marketing Strategies with Special Reference to Influencer Marketing”. International Journal of Creative Research Thoughts (IJCRT). 12(7). ISSN: 2320-2882
  • Martinez, J., & Johnson, T. (2023). “Social media users' awareness and attitudes toward AI systems”. Pew Research Center Report.
  • McCarthy, J., Minsky, M., Rochester, N., Shannon, C. (1955). “A proposal for the Dartmouth Summer Research Project on Artificial Intelligence”. http://www-formal.stanford.edu/jmc/history/dartmouth.html.
  • Mosa, M.J., Barhoom, A.M., Alhabbash, M.I., Harara, F.E., Abu-Nasser, B.S., Abu-Naser, S.S. (2024). “AI and Ethics in Surveillance: Balancing Security and Privacy in a Digital World”. International Journal of Academic Engineering Research (IJAER). 8(10), 8-15. ISSN: 2643-9085
  • Quadros, M. (2020). “Artificial intelligence in social media marketing” (Erişim Tarihi: Ekim 2024). https://www.socialbakers.com/blog/ai-in-social- media
  • Pathak, P., Yadav, V., Pillai, S., Das, S., Kansal, G. (2023). “Unveiling the Success Behind Tesla’s Digital Marketing Strategy”. Lecture Notes in Networks and Systems. ISBN 978-981-19-4192-4.
  • Roberts, S. T. (2024). Behind the Screen: Content Moderation in the Shadows of Social Media. Yale University Press.
  • Sadikul, M. N. O. (1989). “Artificial intelligence", IEEE Potentials, (s.35-39).
  • Sadikul, M.N.O., Tolulope, O., Ashaolu, J., Ajayi-Majebi, A., Musa, S. M. (2021). “Artificial Intelligence in Social Media”. International Journal of Scientific Advances. 2(1). ISSN: 2708-7972
  • Sterling, A., & Nematzadeh, A. (2024). “Generative AI and content creation practices: Transformations in digital visual culture”. New Media & Society, 26(4), 741-759.
  • Van Dijck, J., & Poell, T. (2023). “Social media platforms as public infrastructures: Rethinking governance frameworks”. Information, Communication & Society, 26(12), 2140-2156.
  • Wong, K., & Miyazaki, A. (2023). “Algorithmic impact on cross-cutting exposure: A longitudinal study of Twitter users”. Political Communication, 40(2), 189-213.
  • Wong, J., Davis, K., & Martinez, J. (2024). “The economic value of prediction: How behavioral data drives social media business models”. New Media & Society, 26(2), 317-336.
  • Wu, C.&Chiu, Y. (2023). “Pricing and content development for online media platforms regarding consumer homing choices”. European Journal of Operational Research, 305(1), (s. 312-328).
  • Yadav, S., Yadav, P., Banshiwal, N. (2024). “Artificial Intelligence Integration in Social Media Marketing: A Comprehensive Analysis”. Journal of Emerging Technologies and Innovative Research (JETIR). 11(6). ISSN-2349-5162

Sosyal Medyada Yapay Zekâ Kullanımı: Uygulama Alanları ve Sosyal Etkileri

Year 2025, Volume: 5 Issue: 2, 516 - 528, 30.09.2025
https://doi.org/10.59534/jcss.1754165

Abstract

Yapay Zekâ (YZ) teknolojileri şüphesiz 21. yüzyılın en önemli gelişmelerinden birisi olarak kabul edilmektedir ve insan zekasını taklit etme yeteneği ve potansiyeli üzerine çalışmalar yapan bilgisayar biliminin bir dalı olarak görülmektedir. YZ uygulamaları insan kapasitesini aşan görevleri yerine getirebilme yeteneğiyle oldukça zorlayıcı işleri yapabilme becerisine sahiptir. Bununla birlikte son yıllarda başta Facebook, Twitter, Instagram, Pinterest ve YouTube olmak üzere çeşitli sosyal medya platformları içerik denetimi, öneri sistemleri ve kişiselleştirme algoritmaları, kullanıcı davranışı analizi ve öngörücü analiz, sentetik medya üretimi gibi görevler başta olmak üzere YZ teknolojilerinden çok çeşitli görevleri yerine getirmek maksadıyla yararlanmaktadır. Dolayısıyla YZ uygulamaları sosyal medya platformlarının temel bileşeni haline gelmiş bulunmaktadır. Bu makale YZ teknolojilerinin sosyal medya platformlarında ne türden görevleri yerine getirmek maksadıyla kullanıldığını ve YZ destekli sosyal medyanın, kullanıcılar ve daha geniş anlamda sosyal sistemler üzerinde ne türden potansiyel etkiler oluşturduğunu ortaya koymayı amaçlamaktadır.

Ethical Statement

N/A

Supporting Institution

N/A

Project Number

N/A

References

  • Bailey, D. E., Faraj, S., Hinds, P. J., Leonardi, P. M. Krogh, G. (2022). “We Are All Theorists of Technology Now: A Relational Perspective on Emerging Technology and Organizing”. Organizat ion Science, 33(1): 1-18 ISSN 1047-7039.
  • Beyari, H., & Hashem, T. (2025). “The Role of Artificial Intelligence in Personalizing Social Media Marketing Strategies for Enhanced Customer Experience”. Behavioral Sciences, 15(5). https://doi.org/10.3390/ bs15050700
  • Castro-Martinez, A., & Diaz, P. (2022). “Optimization metrics and their consequences: Understanding engagement-driven recommendation systems”. New Media & Society, 24(5), 1134-1152.
  • Chen, H., Li, L., Chen, Y. (2020). “Explore success factors that impact artificial intelligence adoption on telecom industry in China”. Journal of Management Analytics.
  • Choras, M., Demestichas, K., Gielczyk, A., Herrero, A., Ksieniewicz, P., Remoundou, K., Urda, D., & Wozniak, M. (2021). “Advanced machine learning techniques for fake news (online disinformation) detection: A systematic mapping study”. Applied Soft Computing, 101.
  • Darban, K., Kabbaj, S., & El Jai, M. (2024) “Beyond AI-Generated Essays: Engaging Students in Collaborative Decision-Making Processes in Management Education”. İçinde Empowering Digital Education with ChatGPT (s. 264-283). Chapman&Hall Publish.
  • Edwards, L., Veale, M., & Singh, J. (2022). “Predictive power: Machine learning capabilities for attribute inference on social platforms”. Oxford Internet Institute Working Paper Series.
  • Ghosh, M., Thirugnanam, A. (2021). “Introduction to Artificial Intelligence”. İçinde Srinivasa, K.G., G. M., S., Sekhar, S.R.M. (der.) Artificial Intelligence for Information Management: A Healthcare Perspective. Springer, Singapore. https://doi.org/10.1007/978-981-16-0415-7_2
  • Gonzalez, R., & Park, S. (2022). Active versus passive social media use: Differential associations with adolescent well-being across five countries. Journal of Adolescent Health, 70(3), 478-486.
  • Greengard, S. (2019). “What is artificial intelligence?” (Erişim tarihi: Ekim 2024).https://www.datamation.com/artificial-intelligence/what-is-artificial-intelligence.html
  • Haidt, J., & Twenge, J. (2023). “Social media and adolescent mental health: A longitudinal analysis of platform effects”. Journal of Child Psychology and Psychiatry, 64(5), 591-607.
  • Ibrahim, M., & Lee, K. (2024). “Novel misinformation: Generative AI and the transformation of content verification challenges”. Political Communication, 41(3), 418-437.
  • Johnson, T., Williams, R., & Davis, K. (2023). “Marking the synthetic: Technical approaches to identifying AI-generated content”. Proceedings of the 2023 IEEE Symposium on Security and Privacy, 214-229.
  • Jones, V. (2020). Artificial intelligence enabled deepfake technology: The emergence of a new threat. Utica College.
  • Khichi, M., & Yadav, R.K. (2021). “Analyzing the methods for detecting deepfakes”. 3rd International Conference on Advances in Computing, Communication Control and Networking (ICAC3N), 340-345.
  • Klausen, J., Thompson, R., & Davis, J. (2024). “The human cost of content moderation: Psychological impacts on platform workers”. Social Problems, 71(1), 129-151.
  • Leblanc, C.& Roux, A. (2025). “AI and Social Media: An Integrative Literature Review”. Communication Management. hal-05041614
  • Lekshmi K. S. C., Ayaseelan, R., Kadeswaran, S. (2024). “Revolutionizing Social Media Marketing: A Study on the Role of Artificial Intelligence in Social Media Marketing Strategies with Special Reference to Influencer Marketing”. International Journal of Creative Research Thoughts (IJCRT). 12(7). ISSN: 2320-2882
  • Martinez, J., & Johnson, T. (2023). “Social media users' awareness and attitudes toward AI systems”. Pew Research Center Report.
  • McCarthy, J., Minsky, M., Rochester, N., Shannon, C. (1955). “A proposal for the Dartmouth Summer Research Project on Artificial Intelligence”. http://www-formal.stanford.edu/jmc/history/dartmouth.html.
  • Mosa, M.J., Barhoom, A.M., Alhabbash, M.I., Harara, F.E., Abu-Nasser, B.S., Abu-Naser, S.S. (2024). “AI and Ethics in Surveillance: Balancing Security and Privacy in a Digital World”. International Journal of Academic Engineering Research (IJAER). 8(10), 8-15. ISSN: 2643-9085
  • Quadros, M. (2020). “Artificial intelligence in social media marketing” (Erişim Tarihi: Ekim 2024). https://www.socialbakers.com/blog/ai-in-social- media
  • Pathak, P., Yadav, V., Pillai, S., Das, S., Kansal, G. (2023). “Unveiling the Success Behind Tesla’s Digital Marketing Strategy”. Lecture Notes in Networks and Systems. ISBN 978-981-19-4192-4.
  • Roberts, S. T. (2024). Behind the Screen: Content Moderation in the Shadows of Social Media. Yale University Press.
  • Sadikul, M. N. O. (1989). “Artificial intelligence", IEEE Potentials, (s.35-39).
  • Sadikul, M.N.O., Tolulope, O., Ashaolu, J., Ajayi-Majebi, A., Musa, S. M. (2021). “Artificial Intelligence in Social Media”. International Journal of Scientific Advances. 2(1). ISSN: 2708-7972
  • Sterling, A., & Nematzadeh, A. (2024). “Generative AI and content creation practices: Transformations in digital visual culture”. New Media & Society, 26(4), 741-759.
  • Van Dijck, J., & Poell, T. (2023). “Social media platforms as public infrastructures: Rethinking governance frameworks”. Information, Communication & Society, 26(12), 2140-2156.
  • Wong, K., & Miyazaki, A. (2023). “Algorithmic impact on cross-cutting exposure: A longitudinal study of Twitter users”. Political Communication, 40(2), 189-213.
  • Wong, J., Davis, K., & Martinez, J. (2024). “The economic value of prediction: How behavioral data drives social media business models”. New Media & Society, 26(2), 317-336.
  • Wu, C.&Chiu, Y. (2023). “Pricing and content development for online media platforms regarding consumer homing choices”. European Journal of Operational Research, 305(1), (s. 312-328).
  • Yadav, S., Yadav, P., Banshiwal, N. (2024). “Artificial Intelligence Integration in Social Media Marketing: A Comprehensive Analysis”. Journal of Emerging Technologies and Innovative Research (JETIR). 11(6). ISSN-2349-5162
There are 32 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies (Other)
Journal Section Reviews
Authors

Eda Evlioğlu Gezer 0000-0003-0926-964X

Project Number N/A
Early Pub Date September 1, 2025
Publication Date September 30, 2025
Submission Date July 30, 2025
Acceptance Date August 4, 2025
Published in Issue Year 2025 Volume: 5 Issue: 2

Cite

APA Evlioğlu Gezer, E. (2025). Sosyal Medyada Yapay Zekâ Kullanımı: Uygulama Alanları ve Sosyal Etkileri. İletişim Ve Toplum Araştırmaları Dergisi, 5(2), 516-528. https://doi.org/10.59534/jcss.1754165