The role of generative pre-trained transformers (GPTs) in revolutionising digital marketing: A conceptual model

Animesh Kumar Sharma and Rahul Sharma
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Animesh Kumar Sharma: Mittal School of Business, India
Rahul Sharma: Mittal School of Business, India

Journal of Cultural Marketing Strategy, 2023, vol. 8, issue 1, 80-92

Abstract: Generative pre-trained transformer (GPT) technology has become a revolutionary deep-learning tool for enabling businesses to generate coherent and contextually relevant text. With its versatile applications in content creation, customer interactions and social media marketing, GPT has redefined the way businesses engage with their audiences. This research paper focuses on the applications of GPT in social media marketing, search ads and display advertisements, enhancing customer support and interactions. By harnessing the conversational capabilities of ChatGPT, businesses are able to deliver personalised responses, address customer queries, and provide tailored recommendations, thereby elevating the overall customer experience and driving customer satisfaction. Furthermore, the ability of GPT to generate creative and engaging content has proven invaluable in the realm of social media marketing. Marketers can leverage GPT to automate the creation of social media posts, craft captivating captions, and generate relevant hashtags that resonate with their target audience. Through a comprehensive review of existing literature, empirical studies and case examples, this paper demonstrates the transformative potential of GPT in digital marketing. It highlights the advantages and opportunities arising from integrating GPT-based technologies, emphasising the significance of personalised customer interactions and compelling social media content for achieving marketing objectives. The findings contribute to a deeper understanding of the role and implications of GPT in digital marketing, offering valuable insights for practitioners and researchers in the field.

Keywords: digital marketing; GPT; ChatGPT; BARD; social media marketing; generative pre-trained transformer (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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