| Title: | Qualitative study of social media content generation using ChatGPT |
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| Authors: | ID Brumen, Boštjan (Author)
ID Džinić, Tarik (Author)
ID Franjić, Mihaela (Author) |
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| Files: |  FAIA-399-FAIA241576.pdf (741,87 KB)
MD5: B6CFCB54C250C469992BF2396CCC80EA
 https://ebooks.iospress.nl/doi/10.3233/FAIA241576
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| Language: | English |
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| Work type: | Scientific work |
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| Typology: | 1.16 - Independent Scientific Component Part or a Chapter in a Monograph |
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| Organization: | FERI - Faculty of Electrical Engineering and Computer Science
FT - Faculty of Tourism
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| Abstract: | 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. |
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| Keywords: | content creation, ChatGPT, social media, marketing |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Publication date: | 01.01.2025 |
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| Publisher: | IOS Press |
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| Year of publishing: | 2025 |
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| Number of pages: | Str. 96-127 |
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| PID: | 20.500.12556/DKUM-96572  |
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| UDC: | 004.8 |
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| COBISS.SI-ID: | 230019331 |
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| DOI: | 10.3233/FAIA241576 |
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| Copyright: | © 2025 The Authors |
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| Publication date in DKUM: | 20.01.2026 |
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| Views: | 197 |
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| Downloads: | 12 |
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| Metadata: |    |
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| Categories: | Misc.
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