20.500.12556/DKUM-96572 Qualitative study of social media content generation using ChatGPT The rise of Artificial Intelligence (AI) streamlines social media content generation, with ChatGPT sparking a surge in generative AI models. This impact is crucial for businesses enhancing digital marketing and researchers studying AI's role in this realm. Marketing agencies and business leaders are actively engaging in the AI race with tailored models. Amid the multitude of applications, discerning, understanding, and effectively integrating appropriate tools into business practices are increasingly complex tasks. This paper addresses two questions: first, the potential of ChatGPT's current version to transform social media content creation for micro-businesses, and second, the initial observations and changes in user experience over an extended use period. To answer the questions, we used a case study approach within the framework of Experiential Learning Theory (ELT), coupled with contextual inquiry research to reduce bias. Data from 15 specific ChatGPT interactions highlight its capabilities in fostering creativity for resource-strained micro-enterprises. This tool proves valuable for businesses without a designated social media marketing team, allowing them to consistently produce high-quality content, aim higher, and alleviate the pressure of finding perfect ideas for scaling in a competitive marketplace. ChatGPT serves as an ally, enhancing human capabilities and offering a transformative solution for micro-enterprises in content creation and marketing, however, there are limitations and concerns to be addressed. content creation ChatGPT social media marketing socialni mediji umetna inteligenca true false true IOS Press Angleški jezik Slovenski jezik https://ebooks.iospress.nl/ © 2025 The Authors Znanstveno delo 2026-01-20 07:49:30 2026-01-20 07:49:30 2026-01-21 03:34:06 0000-00-00 00:00:00 2025 0 0 Str. 96-127 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-01-01 004.8 230014723 230019331 10.3233/FAIA241576 FAIA-399-FAIA241576.pdf FAIA-399-FAIA241576.pdf 1 B6CFCB54C250C469992BF2396CCC80EA ec7ca946fb970171b5d08be45a2ea482d09efb30dc9ef01bbd23580239f1188d aeb6c056-f5cc-11f0-8ae2-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=202220 https://ebooks.iospress.nl/doi/10.3233/FAIA241576 0 b5cb2251-f5cc-11f0-8ae2-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=202221 Fakulteta za elektrotehniko, računalništvo in informatiko Fakulteta za turizem 0 0 0