ChatGPT’s applications in marketing: a topic modeling approach

Wondwesen Tafesse, Anders Wien

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations. Design/methodology/approach: The study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing. Findings: The topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners. Originality/value: The findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.

Original languageEnglish
Pages (from-to)666-683
Number of pages18
JournalMarketing Intelligence and Planning
Volume42
Issue number4
DOIs
Publication statusPublished - Jun 4 2024

Keywords

  • Conversational chatbots
  • Generative AI
  • Latent dirichlet allocation
  • Maturity model
  • Stages of growth model

ASJC Scopus subject areas

  • Marketing

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