TY - GEN
T1 - Using ChatGPT in Content Marketing
T2 - 35th ACM Conference on Hypertext and Social Media, HT 2024
AU - Aldous, Kholoud
AU - Salminen, Joni
AU - Farooq, Ali
AU - Jung, Soon Gyo
AU - Jansen, Bernard
N1 - Publisher Copyright:
© 2024 Owner/Author.
PY - 2024/9/10
Y1 - 2024/9/10
N2 - As the integration of artificial intelligence into social media continues to attract attention, the key impacts on content marketing are still undefined. Initial studies have shown that language models are capable of producing content that is competitive with content created by humans. However, how can such content be tailored for different social media platforms as part of an organization's content marketing strategy? To address this question, we evaluate the effectiveness of using GPT-4, to generate cross-platform content for Facebook, Instagram, and Twitter (currently X). Participants (N = 892) evaluated 30 AI-created content (ACC) and human-created content (HCC). Findings show that ACC scored higher on preference by users, call-to-action, and emotional responses than HCC for Facebook. However, AI's advantage wanes on Twitter and Instagram, where posts are terser. The results imply that GPT-4 comprehends what type of content to create for different platforms, making it a useful tool for cross-platform content creation.
AB - As the integration of artificial intelligence into social media continues to attract attention, the key impacts on content marketing are still undefined. Initial studies have shown that language models are capable of producing content that is competitive with content created by humans. However, how can such content be tailored for different social media platforms as part of an organization's content marketing strategy? To address this question, we evaluate the effectiveness of using GPT-4, to generate cross-platform content for Facebook, Instagram, and Twitter (currently X). Participants (N = 892) evaluated 30 AI-created content (ACC) and human-created content (HCC). Findings show that ACC scored higher on preference by users, call-to-action, and emotional responses than HCC for Facebook. However, AI's advantage wanes on Twitter and Instagram, where posts are terser. The results imply that GPT-4 comprehends what type of content to create for different platforms, making it a useful tool for cross-platform content creation.
KW - Facebook
KW - Generative AI
KW - Instagram
KW - Social media
KW - Twitter
UR - http://www.scopus.com/inward/record.url?scp=85204931412&partnerID=8YFLogxK
U2 - 10.1145/3648188.3675142
DO - 10.1145/3648188.3675142
M3 - Conference contribution
AN - SCOPUS:85204931412
T3 - HT 2024: Creative Intelligence - 35th ACM Conference on Hypertext and Social Media
SP - 376
EP - 383
BT - HT 2024
PB - Association for Computing Machinery, Inc
Y2 - 10 September 2024 through 13 September 2024
ER -