ChatGPT and marketing: Analyzing public discourse in early Twitter posts

Wenkai Zhou (), Chi Zhang (), Linwan Wu () and Meghana Shashidhar ()
Additional contact information
Wenkai Zhou: University of Central Oklahoma
Chi Zhang: Butler University
Linwan Wu: University of South Carolina
Meghana Shashidhar: University of Central Oklahoma

Journal of Marketing Analytics, 2023, vol. 11, issue 4, No 12, 693-706

Abstract: 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.

Keywords: ChatGPT; Generative AI; Marketing; Twitter; Topic modeling (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41270-023-00250-6

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