A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS

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dc.contributor.authorKlein, Müge
dc.contributor.authorKutlar, Mehmet Fatih
dc.date.accessioned2025-02-20T17:45:15Z
dc.date.available2025-02-20T17:45:15Z
dc.date.issued2024
dc.departmentTürk-Alman Üniversitesi
dc.description.abstractPurpose- The rapid advancement in digital marketing, driven by technologies such as artificial intelligence (AI), forms the backdrop for this research. This study aims to investigate the performance differences between AI-driven and human-managed digital marketing campaigns by means of a true field experiment. Selected Key Performance Indicators (KPIs) are evaluated on the Meta platform to make a statement regarding the performance. Methodology- The study has an experimantal research method. Two concurrent marketing campaigns for the Paul Kenzie brand were conducted over a two-week period: one fully created by ChatGPT-4 and the other by a human expert. Key KPIs measured include Click-Through Rate (CTR), number of conversions, conversion rate, and Return on Advertising Spend (ROAS). Findings- The results indicate that AI-driven campaigns outperform human-managed campaigns in terms of CTR, conversion rate, and ROAS, suggesting higher efficiency and effectiveness in reaching and engaging the target audience. Conclusion- The findings highlight the potential of integrating AI technologies with human creativity to optimize digital marketing strategies.
dc.identifier.doi10.17261/Pressacademia.2024.1935
dc.identifier.endpage100
dc.identifier.issn2148-6670
dc.identifier.issue2
dc.identifier.startpage92
dc.identifier.urihttps://doi.org/10.17261/Pressacademia.2024.1935
dc.identifier.urihttps://hdl.handle.net/20.500.12846/1959
dc.identifier.volume11
dc.language.isoen
dc.publisherDilek TEKER
dc.relation.ispartofJournal of Management Marketing and Logistics
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_DergiPark_20250220
dc.subjectArtificial ıntelligence
dc.subjectsocial media marketing
dc.subjectdigital marketing
dc.subjectfield experiment
dc.titleA COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS
dc.typeArticle

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