ChatGPT and marketing: Analyzing public discourse in early Twitter posts

Zhou, Wenkai; Zhang, Chi; Wu, Linwan; Shashidhar, Meghana

doi:10.1057/s41270-023-00250-6

Cited by 18 publications

(7 citation statements)

References 46 publications

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“…For instance, ChatGPT can be used to craft rich and informative content, build ongoing relationships with business customers through impactful communication (e.g. emails), and enable a better understanding of business customers through analytics (Zhou et al ., 2023a). Indeed, ChatGPT’s foundational model can be connected to and trained on proprietary customer data, thereby enabling B2B firms to generate more localized and actionable customer insights that can inform their marketing strategy (Huang and Rust, 2021).…”

Section: Resultsmentioning

confidence: 99%

“…Beyond serving as a search engine, conversational chatbots can also be used to optimize content for search engines. For example, they can be used to research keywords and optimize web content for search engines (Zhou et al ., 2023a). They can also be used to find and summarize information.…”

Section: Resultsmentioning

confidence: 99%

“…For instance, ChatGPT can be trained on customer data such as their purchase history to better understand their behavior (Dwivedi et al ., 2023a). ChatGPT can also be integrated into customer support channels such as chatbots and virtual assistants, which helps to optimize customer interactions (Zhou et al ., 2023a). As discussed earlier, ChatGPT can also be used to create engaging and personalized marketing content, which can impact customer behavior positively.…”

Section: Resultsmentioning

confidence: 99%

“…The discovery of the latent topic related to digital marketing signifies the potential of ChatGPT to contribute to firms' digital marketing initiatives. ChatGPT's capabilities with respect to digital content generation, digital content personalization, and the ability to perform analytics on customer data (Cao et al, 2023;Zhou et al, 2023a) can accelerate firms' digital marketing efforts across social, mobile, and web platforms (Dwivedi et al, 2023a). ChatGPT can also be used to streamline customer interactions on digital platforms.…”

Section: Discussionmentioning

confidence: 99%

“…In this application, ChatGPT can help firms segment customers through the use of intelligent analytics, design personalized market offers to attract and retain customers, and develop personalized content for different customer segments (Huang and Rust, 2021). Importantly also, conversational chatbots can be deployed as autonomous customer assistants to optimize customer interactions (Dwivedi et al, 2023a, b;Zhou et al, 2023a).…”

Section: Discussionmentioning

confidence: 99%

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ChatGPT’s applications in marketing: a topic modeling approach

Tafesse,

Wien

2024

MIP

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PurposeChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations.Design/methodology/approachThe study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing.FindingsThe topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners.Originality/valueThe findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%