Frontiers: Supporting Content Marketing with Natural Language Generation

Reisenbichler, Martin; Reutterer, Thomas; Schweidel, David A.; Dan, Daniel

doi:10.1287/mksc.2022.1354

Cited by 61 publications

(13 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…For instance, when AI-generated poems were judged, human input played a core role in the process and helped to lower aversion to algorithms (Köbis and Mossink, 2021). This was also found in further literature on "semi-automated" AI content with a human as an editor, which suggested higher ranking in search engines and a reduced uncanny valley effect (Reisenbichler et al, 2022). Alternatively, when there was higher human involvement with an algorithm and mistakes were made that led to a brand-harm crisis, perceptions were more negative (Srinivasan and Sarial-Abi, 2021).…”

Section: Limitations and Further Researchmentioning

confidence: 63%

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby

Baumgarth

Henseler

2023

JPBM

View full text Add to dashboard Cite

Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students. Findings Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed. Practical implications Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude. Originality/value Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.

show abstract

Section: Limitations and Further Researchmentioning

confidence: 63%

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby

Baumgarth

Henseler

2023

JPBM

View full text Add to dashboard Cite

show abstract

“…Our efforts join recent studies in marketing that have adapted advancements in NLP to support companies in developing marketing content. Reisenbichler et al (2021), for instance, show that natural language generation can help companies create content for search engine optimization. Our approach can be used as a complement to such natural language generation tools.…”

Section: Discussionmentioning

confidence: 99%

Creating Effective Marketing Messages Through Moderately Surprising Syntax

Atalay¹,

Kihal²,

Ellsaesser³

2023

Journal of Marketing

View full text Add to dashboard Cite

Language is critical to the effectiveness of marketing messages. Achieving a desired outcome requires arranging words to formulate a message (i.e., syntax), but this task is not trivial. Here, we study the role of syntax in marketing communications by focusing on syntactic surprise: how unexpected the syntax of a message is. The paper introduces a measure that captures syntactic surprise, establishes its internal and external validity, and tests its effectiveness for marketing messages. In a series of studies that include field data and randomized field experiments from contexts such as donations, advertising, and product reviews, we show that a message’s syntactic surprise is related to its effectiveness. This relationship follows an inverted U-shape, such that medium syntactic surprise messages are the most effective. We then conduct experiments on Facebook and Instagram to demonstrate how these findings can be used to write effective marketing messages. In collaboration with two independent companies, we show that ads for products, services, or jobs that are written with medium syntactic surprise result in higher click-through rates than ads written with low or high syntactic surprise.

show abstract

“…As a result, businesses can foster customer loyalty by building stronger relationships (Mondal et al, 2023). By automating inquiries about products and services (George & George, 2023;Paul et al, 2023), ChatGPT saves time and costs for tourism businesses (Reisenbichler et al, 2022) and can provide insights into customer behavior.…”

Section: Chatgpt On the Seesaw: Convenience Vs Challengesmentioning

confidence: 99%

Professionals' perspectives on ChatGPT in the tourism industry: Does it inspire awe or concern?

Demir

2023

Journal of Tourism Theory and Research

View full text Add to dashboard Cite

The tourism industry has witnessed significant transformations in recent years with the integration of artificial intelligence (AI) technologies. This study explores the echoes surrounding the use of ChatGPT in the tourism industry, focusing on the balance between convenience and challenges. The findings presented in this study are based on interviews conducted with professionals from various fields within the tourism industry. The integration of ChatGPT in the tourism industry brings both convenience and challenges to the forefront. It has become apparent that discussions regarding ChatGPT's advantages, such as value creation for tourism businesses and customers, as well as its disadvantages, such as the lack of human touch and potential data security risks, will persist within the tourism industry.

show abstract

Frontiers: Supporting Content Marketing with Natural Language Generation

Abstract: Supporting Content Marketing with Natural Language Generation

Cited by 61 publications

References 19 publications

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude

Creating Effective Marketing Messages Through Moderately Surprising Syntax

Professionals' perspectives on ChatGPT in the tourism industry: Does it inspire awe or concern?

Contact Info

Product

Resources

About