| Naslov: | Qualitative study of social media content generation using ChatGPT |
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| Avtorji: | ID Brumen, Boštjan (Avtor)
ID Džinić, Tarik (Avtor)
ID Franjić, Mihaela (Avtor) |
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| Datoteke: |  FAIA-399-FAIA241576.pdf (741,87 KB)
MD5: B6CFCB54C250C469992BF2396CCC80EA
 https://ebooks.iospress.nl/doi/10.3233/FAIA241576
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| Jezik: | Angleški jezik |
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| Vrsta gradiva: | Znanstveno delo |
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| Tipologija: | 1.16 - Samostojni znanstveni sestavek ali poglavje v monografski publikaciji |
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| Organizacija: | FERI - Fakulteta za elektrotehniko, računalništvo in informatiko
FT - Fakulteta za turizem
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| Opis: | 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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| Ključne besede: | content creation, ChatGPT, social media, marketing |
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| Status publikacije: | Objavljeno |
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| Verzija publikacije: | Objavljena publikacija |
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| Datum objave: | 01.01.2025 |
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| Založnik: | IOS Press |
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| Leto izida: | 2025 |
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| Št. strani: | Str. 96-127 |
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| PID: | 20.500.12556/DKUM-96572  |
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| UDK: | 004.8 |
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| COBISS.SI-ID: | 230019331 |
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| DOI: | 10.3233/FAIA241576 |
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| Avtorske pravice: | © 2025 The Authors |
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| Datum objave v DKUM: | 20.01.2026 |
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| Število ogledov: | 195 |
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| Število prenosov: | 12 |
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| Metapodatki: |    |
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| Področja: | Ostalo
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