Using ChatGPT in Content Marketing: Enhancing Users' Social Media Engagement in Cross-Platform Content Creation through Generative AI

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

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)

10 September 2024

Content

People7

CommentsCitationsAttributes11

ACM HyperTextPublisher

Gabo BeaumontWriter (Parent Capability)

Eric VicentiWriter (Parent Capability)

Mark AndersonWriter (Parent Capability)

Epistemic AgentWriter (Parent Capability)

JulioWriter (Parent Capability)