Using ChatGPT in Content Marketing: Enhancing Users' Social Media Engagement in Cross-Platform Content Creation through Generative AIA within-subjects study with 892 US social media users found that GPT-4-generated cross-platform posts outperformed the news organization's human-written posts on Facebook across adaptability, emotion, and engagement measures, while its advantage largely disappeared on the terser Instagram and Twitt
- doi
- 10.1145/3648188.3675142
- isbn
- 979-8-4007-0595-3
- name
- Using ChatGPT in Content Marketing: Enhancing Users' Social Media Engagement in Cross-Platform Content Creation through Generative AI
- source
- acm_url
- https://dl.acm.org/doi/10.1145/3648188.3675142
- authors
- Kholoud Aldous, Joni Salminen, Ali Farooq, Soon-gyo Jung, Bernard J. Jansen
- doi_url
- https://doi.org/10.1145/3648188.3675142
- license
- CC BY 4.0
- summary
- A within-subjects study with 892 US social media users found that GPT-4-generated cross-platform posts outperformed the news organization's human-written posts on Facebook across adaptability, emotion, and engagement measures, while its advantage largely disappeared on the terser Instagram and Twitt
- published
- 2024-09-10
- conference
- HT '24: 35th ACM Conference on Hypertext and Social Media, Poznan, Poland, September 10-13, 2024
- open_access
- true
- acm_html_url
- https://dl.acm.org/doi/full/10.1145/3648188.3675142
- displayAuthor
- Kholoud Aldous (Qatar Computing Research Institute, Doha, Qatar), Joni Salminen (University of Vaasa, Vaasa, Finland), Ali Farooq (University of Strathclyde, Glasgow, Scotland), Soon-gyo Jung (Qatar Computing Research Institute, Doha, Qatar), Bernard J. Jansen (Qatar Computing Research Institute, Doha, Qatar)
- displayPublishTime
- 2024-09-10
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