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ChatGPT and marketing: Analyzing public discourse in early Twitter posts

Author

Listed:
  • Wenkai Zhou

    (University of Central Oklahoma)

  • Chi Zhang

    (Butler University)

  • Linwan Wu

    (University of South Carolina)

  • Meghana Shashidhar

    (University of Central Oklahoma)

Abstract

Despite the significant interest generated by the Generative AI model ChatGPT, there is still a lack of understanding regarding its impact on marketing from the perspective of early informants. In order to address this gap, our research investigates the initial posts made by Twitter users concerning the relationship between ChatGPT and marketing. Using BERTopic-based topic modeling, we determined the primary themes related to this subject and monitored their popularity over time. Our analysis identified ten distinct clusters of tweets related to ChatGPT and marketing, and we provide a thorough examination of these themes. We also investigated the temporal patterns of these clusters within the timeframe studied and outlined the implications of our findings for both marketing academia and practice.

Suggested Citation

  • Wenkai Zhou & Chi Zhang & Linwan Wu & Meghana Shashidhar, 2023. "ChatGPT and marketing: Analyzing public discourse in early Twitter posts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 693-706, December.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:4:d:10.1057_s41270-023-00250-6
    DOI: 10.1057/s41270-023-00250-6
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