A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS
Abstract
Purpose- 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.
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Details
| Primary Language | English |
|---|---|
| Subjects | Integrated Marketing Communication, Human Resources and Industrial Relations (Other), Business Administration, Advertisement |
| Journal Section | Articles |
| Authors | |
| Publication Date | December 31, 2024 |
| Submission Date | October 11, 2024 |
| Acceptance Date | December 11, 2024 |
| Published in Issue | Year 2024 Volume: 11 Issue: 2 |
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