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Dergiler / Journal of Management Marketing and Logistics / 2024 / Volume: 11 Issue: 2

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

Müge Klein(TURKISH - GERMAN UNIVERSITY)0000-0003-2341-2975
Mehmet Fatih Kutlar(TURKISH - GERMAN UNIVERSITY)0009-0004-2168-8075
Sayfa
—
Yayın Tarihi
2024-12-31
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Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Conclusion- The findings highlight the potential of integrating AI technologies with human creativity to optimize digital marketing strategies.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Purpose- The rapid advancement in digital marketing, driven by technologies such as artificial intelligence (AI), forms the backdrop for this research.
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Temel Bulgular & Veri:This study aims to investigate the performance differences between AI-driven and human-managed digital marketing campaigns by means of a true field experiment.
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Sonuç & Katkı:Conclusion- The findings highlight the potential of integrating AI technologies with human creativity to optimize digital marketing strategies.
🔬Tür:Research Article
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Artificial ıntelligence · social media marketing · digital marketing

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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Bu Makaleye Atıf Yap

Klein, M., Kutlar, M. F. (2024). A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS. Journal of Management Marketing and Logistics, Volume: 11 Issue: 2. https://doi.org/10.17261/Pressacademia.2024.1935

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