ChatGPT’s applications in marketing: a topic modeling approach
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 26 March 2024
Issue publication date: 4 June 2024
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.
Keywords
Citation
Tafesse, W. and Wien, A. (2024), "ChatGPT’s applications in marketing: a topic modeling approach", Marketing Intelligence & Planning, Vol. 42 No. 4, pp. 666-683. https://doi.org/10.1108/MIP-10-2023-0526
Publisher
:Emerald Publishing Limited
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