ChatGPT and its role in revolutionizing digital marketing and enhancing customer engagement
[ N/A ]
Tarih
2024
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
In the digital era, businesses strive to harness various advancements in the tech field to attain heightened levels of customer engagement and ensure the effectiveness of their marketing strategies. For instance, digital marketing has the capacity to utilize AI advancements to a significant extent. In particular, nowadays, digital marketers are leveraging a recent large language-model-based chatbot called "ChatGPT, " which enables users to engage in human-like conversations and has unprecedented opportunities to reshape and revolutionize the ecosystem of digital marketing and customer engagement. In this regard, this chapter underscores the transformative potential of ChatGPT in the domain of digital marketing and its profound implications for augmenting customer engagement by reviewing and synthesizing existing literature. Moreover, it considers the ethical implications surrounding AI deployment. By synthesizing existing literature, this chapter provides a comprehensive overview of the current state of knowledge in this domain, guiding future research and practice.
Açıklama
Anahtar Kelimeler
ChatGPT, Engagement, Digital Marketing
Kaynak
Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
Sayı
Künye
Tarabah, N. H. ve Amin, M. S. (2024). ChatGPT and its role in revolutionizing digital marketing and enhancing customer engagement. R. Bansal, A. H. Ngah, A. Chakir ve N. Pruthi (Ed.), Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement içinde (69-92 ss.). Pennsylvania: IGI Global. https://www.doi.org/10.4018/979-8-3693-0815-8.ch005
