The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Abstract

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.

Keywords

• Artificial Intelligence
• Integrated Marketing Communication
• ChatGPT

Bütünleşik Pazarlama İletişiminde Yapay Zekânın Rolü: ChatGPT'nin Değerlendirilmesi

Abstract

Günümüzde teknolojik gelişmelerin etkisiyle Yapay Zekâ (YZ) sistemlerinin çeşitli alanlarda kullanımı artmaktadır. Bütünleşik pazarlama iletişiminde özellikle YZ kullanımı önemli bir ilerleme olarak öne çıkmaktadır. İçerik oluşturma, kişiselleştirilmiş hizmetler sunma ve pazarlama süreçlerini optimize etme gibi pazarlama iletişimleri için önemli bir araç haline gelmiştir. Bu çalışma, YZ ve YZ'nın yaygın olarak kullanılan bir aracı olan ChatGPT'nin bütünleşik pazarlama iletişiminin dört boyutu (bilgi verme, teşvik etme, ikna etme, hatırlatma) üzerindeki etkilerine ilişkin mevcut çalışmaları derleyen ve sentezleyen bir derleme makalesidir. Çalışma, çeşitli kaynaklardan toplanan temel bulguları kapsamlı bir şekilde sunmaktadır. Çalışma sonucunda YZ uygulamaları ve ChatGPT, bütünleşik pazarlama iletişiminde müşteri etkileşimini, katılımını, memnuniyetini, tutumunu ve satın alma niyetini artırmaktadır. Ayrıca işletmelere yeni müşteriler, artan satış ve karlar, daha düşük maliyetler, iş süreçlerinde otomasyon, artan verimlilik ve zamandan tasarruf gibi avantajlar da sunmaktadır. Ancak yapay zekânın veri gizliliği, güvenlik ve şeffaflık gibi etik yönleri pazarlama iletişiminin önünde engeller oluşturmakta ve pazarlama iletişiminin bazı yönlerinde insan müdahalesini gerektirmektedir. Çalışma, pazarlama iletişiminde yapay zekânın kullanımının derinlemesine anlaşılmasına ışık tutması bakımından gelecekteki çalışmalar için ilk çalışmalardan biri olabilir.

Keywords

• Yapay Zekâ
• Bütünleşik Pazarlama İletişimi
• ChatGPT

References

1. Abdelkader, O. A. (2023). ChatGPT’s influence on customer experience in digital marketing: Investigating the moderating roles. Heliyon, 9(8), e18770. https://doi.org/10.1016/j.heliyon.2023.e18770
2. Afjal, M. (2023). ChatGPT and the AI revolution: A comprehensive investigation of its multidimensional impact and potential. Library Hi Tech. https://doi.org/10.1108/lht-07-2023-0322
3. Agarwal, N. (2022). Artificial Intelligence and Marketing. Int. J. Soc. Sci. Econ. Res, 7 https://doi.org/10.46609/IJSSER.2022.v07i02.011
4. Alkaddour, M. (2022). Pazarlamada yapay zeka kullanımı. İşletme ve Girişimcilik Araştırmaları Dergisi, (1), 48-66.
5. Allal‐Chérif, O., Simón‐Moya, V., & Ballester, A. (2021). Intelligent purchasing: How artificial intelligence can redefine the purchasing function. Journal of Business Research, 124, 69–76. https://doi.org/10.1016/j.jbusres.2020.11.050
6. AMA (American Marketing Association), (2024). Marketing Communications Archives. Retrieved from https://www.ama.org/topics/marcom/
7. Arviani, H., Tutiasri, R. P., Fauzan, L. A., & Kusuma, A. (2023). ChatGPT for marketing communications: Friend or foe? Kanal: Jurnal Ilmu Komunikasi, 12(1), 1–7. https://doi.org/10.21070/kanal.v12i1.1729
8. Babatunde, N. S. O., Odejide, N. O. A., Edunjobi, N. T. E., & Ogundipe, N. D. O. (2024). The role of AI in marketing personalization: A theoretical exploration of consumer engagement strategies. International Journal of Management & Entrepreneurship Research, 6(3), 936–949. https://doi.org/10.51594/ijmer.v6i3.964

9. Barış, A. (2020). A new business marketing tool: Chatbot. GSI Journals Serie B: Advancements in Business and Economics, 3(1), 31-46.
10. Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145. https://doi.org/10.1509/jm.15.0419
11. Belhadj, M. (2022). Pazarlama hizmetinde yapay zeka: Netflix öneri sistemi örneği (Master's thesis, Necmettin Erbakan University (Turkey)).
12. Bergman, K., & Sundin, D. (2019). Speaking about voice: A study on communicating brand personality through virtual assistants.
13. Berkovsky, S., Freyne, J., & Oinas-Kukkonen, H. (Eds.). (2012). Influencing individually: Fusing personalization and persuasion. ACM Transactions on Interactive Intelligent Systems (TiiS), 2(2), 1-8.
14. Berndt, D. (2023, February 28). Top 3 benefits of using ChatGPT in the supply chain industry. St. Onge Company. https://www.stonge.com/top-3-benefits-of-using-chatgpt-in-the-supply-chain-industry/
15. Bhagat, R., Chauhan, V., & Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. Foresight, 25(2), 249–263. https://doi.org/10.1108/fs-10-2021-0218
16. Binbir, S. (2021). Pazarlama çalışmalarında yapay zekâ kullanımı üzerine betimleyici bir çalışma. Yeni Medya Elektronik Dergisi, 5(3), 314-328.
17. Boinapalli, N. R., Farhan, K. A., Allam, A. R., Nizamuddin, M., & Sridharlakshmi, N. R. B. (2023). AI-Enhanced IMC: Leveraging data analytics for targeted marketing campaigns. Asian Business Review, 13(3), 87–94. https://doi.org/10.18034/abr.v13i3.729
18. Brobbey, E. E., Ankrah, E., & Kankam, P. K. (2021). The role of artificial intelligence in integrated marketing communications. A case study of Jumia Online Ghana. Inkanyiso: Journal of Humanities and Social Sciences, 13(1), 120–136. https://www.ajol.info/index.php/ijhss/article/view/212352
19. Burtell, M., & Woodside, T. (2023). Artificial influence: An analysis of AI-Driven persuasion. arXiv (Cornell University). https://doi.org/10.48550/arxiv.2303.08721
20. Campbell, C., Sands, S., Ferraro, C., Tsao, H., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/j.bushor.2019.12.002
21. Cesur, M., & Armutcu, B. (2023). Yapay zekanın yeşil ürün satın alma davranışına etkisi. Kamu Ekonomisi ve Kamu Mali Yönetimi Dergisi, 3(2), 39-54.
22. Cevher, M. F. (2023). Pazarlama alanında yapay zeka ile ilgili yapılan çalışmaların incelenmesi. Sosyal, İnsan Ve İdari Bilimlerde Yenilikçi Çalışmalar 539-559.
23. Chaffey, D. (2023, September 14). How many businesses are using ChatGPT and AI for marketing? Smart Insights. https://www.smartinsights.com/digital-marketing-strategy/how-many-businesses-are-using-chatgpt-and-ai-for-marketing/
24. Chaka, C. (2023). Stylised-facts view of fourth industrial revolution technologies impacting digital learning and workplace environments: ChatGPT and critical reflections. In Frontiers in Education (Vol. 8, p. 1150499). Frontiers.
25. Chen, H., Chan-Olmsted, S., Kim, J., & Sanabria, I. M. (2021). Consumers’ perception on artificial intelligence applications in marketing communication. Qualitative Market Research: An International Journal, 25(1), 125–142. https://doi.org/10.1108/qmr-03-2021-0040
26. Chen, L. (2021, August 24). “Always There”: The AI Chatbot comforting China’s lonely millions. TechXplore. https://techxplore.com/news/2021-08-ai-chatbot-comforting-china-lonely.html
27. Cheng, Y., & Jiang, H. (2021). Customer–brand relationship in the era of artificial intelligence: Understanding the role of Chatbot marketing efforts. Journal of Product & Brand Management, 31(2), 252–264. https://doi.org/10.1108/jpbm-05-2020-2907
28. Çakmak, A. Ç. (2024). Yapay Zekâ ile Marka İnşası. Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 21(2), 624–635. https://doi.org/10.33437/ksusbd.1489490
29. D'Antonio, M. (2017). On the Radar: IPsoft delivers single, comprehensive AI platform.
30. Dash, G., Kiefer, K., & Paul, J. (2020). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
31. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
32. Deng, J., & Lin, Y. (2023). The Benefits and Challenges of ChatGPT: An Overview. Frontiers in Computing and Intelligent Systems, 2(2), 81–83. https://doi.org/10.54097/fcis.v2i2.4465
33. Desikan, R. (2024). Enhancing business communications with ChatGPT and AI: Unlocking efficiency and productivity. Prezent. Retrieved March 31, 2024, from https://www.prezent.ai/blog/enhancing-business-communications-ai
34. Dias, Á., Tomás, D., Pereira, L., Da Costa, R. L., & Gonçalves, R. (2021). How Artificial intelligence digital can improve digital marketing. International Journal of Business Information Systems, 1(1), 1. https://doi.org/10.1504/ijbis.2021.10045064
35. Efendioğlu, İ. H. (2023). Yapay zekâ pazarlaması: İnternetten yapılan alışverişlerde yapay zekânın satın alma niyetine etkisi. Turkish Studies - Economics, Finance, Politics (Online), 18(1), 133–153. https://doi.org/10.7827/turkishstudies.66785
36. Egli, A. (2023). ChatGPT, GPT-4, and other large language models: The next revolution for clinical microbiology?. Clinical Infectious Diseases, 77(9), 1322-1328.
37. Feit, E. M., & Berman, R. (2019). Test & Roll: Profit-Maximizing A/B Tests. Marketing Science, 38(6), 1038–1058. https://doi.org/10.1287/mksc.2019.1194
38. Fianto, A. Y. A., & Dutahatmaja, A. (2023). Artificial Intelligence and Novel Services: Exploring opportunities in the marketing landscape. Journal of Applied Management and Business, 4(1), 49–59. https://doi.org/10.37802/jamb.v4i1.399
39. Følstad, A., & Taylor, C. (2021). Investigating the user experience of customer service chatbot interaction: A framework for qualitative analysis of chatbot dialogues. Quality and User Experience, 6(1). https://doi.org/10.1007/s41233-021-00046-5
40. Frederico, G. F. (2023). ChatGPT in Supply Chains: Initial evidence of applications and potential research agenda. Logistics, 7(2), 26. https://doi.org/10.3390/logistics7020026
41. Gabashvili, I. S. (2023). The impact and applications of ChatGPT: A systematic review of literature reviews. arXiv preprint arXiv:2305.18086.
42. George, A., George, A., & Martin, A. (2023). A review of ChatGPT AI’s impact on several business sectors. Zenodo (CERN European Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7644359
43. Grassini, S. (2023). Shaping the Future of Education: Exploring the potential and consequences of AI and ChatGPT in educational settings. Education Sciences, 13(7), 692. https://doi.org/10.3390/educsci13070692
44. Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2019). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8. https://doi.org/10.1007/s11747-019-00711-4
45. Grunig, J. E., & Huang, Y.-H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. In J. A. Ledingham & S. D. Bruning (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (pp. 23–53). Lawrence Erlbaum Associates Publishers.
46. Güven, H. (2023). Yapay zeka ve elektronik ticaretteki uygulamaları. In Pazarlamaya Yeni Bir Bakış: Yapay Zeka (pp. 83–113). Nobel Bilimsel. https://www.researchgate.net/publication/377226880_Yapay_Zeka_Ve_Elektronik_Ticaretteki_Uygulamalari
47. Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
48. Hildebrand, C., & Bergner, A. (2019). AI-Driven sales automation: using chatbots to boost sales. NIM Marketing Intelligence Review, 11(2), 36–41. https://doi.org/10.2478/nimmir-2019-0014
49. HubSpot. (2023). AI trends for marketers. Retrieved January 10, 2024, from https://offers.hubspot.com/ai-marketing
50. Jarek, K., & Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46–55. https://doi.org/10.18267/j.cebr.213
51. Javaid, M., Haleem, A., & Singh, R. P. (2023a). ChatGPT for healthcare services: An emerging stage for an innovative perspective. BenchCouncil Transactions on Benchmarks, Standards and Evaluations, 3(1), 100105. https://doi.org/10.1016/j.tbench.2023.100105
52. Javaid, M., Haleem, A., & Singh, R. P. (2023b). A study on ChatGPT for Industry 4.0: Background, potentials, challenges, and eventualities. Journal of Economy and Technology, 1, 127–143. https://doi.org/10.1016/j.ject.2023.08.001
53. Julian. (2023). Can I Use ChatGPT for Marketing and Branding? Use Cases, Examples, and Considerations. The Branding Journal. https://www.thebrandingjournal.com/2023/02/chatgpt-use-marketingbranding/
54. Kalla, D., & Smith, N. (2023). Study and analysis of chat GPT and its impact on different fields of study. International Journal of Innovative Science and Research Technology, 8(3).
55. Kamran, H. (2021). Pazarlamada yapay zekânın kullanımı: Yapay zekâ pazarlama araçlarının tüketici kabulüne ilişkin bir araştırma (Master's thesis, Bursa Uludag University (Turkey)).
56. Kasumovic, D. (2024, January 25). Artificial Intelligence (AI) Marketing Benchmark Report: 2023. Influencer Marketing Hub. https://influencermarketinghub.com/ai-marketing-benchmark-report/
57. Kedi, N. W. E., Ejimuda, N. C., Idemudia, N. C., & Ijomah, N. T. I. (2024). AI Chatbot integration in SME marketing platforms: Improving customer interaction and service efficiency. International Journal of Management & Entrepreneurship Research, 6(7), 2332–2341. https://doi.org/10.51594/ijmer.v6i7.1327
58. Khan, H., Sararueangpong, P., Mathmann, F., & Wang, D. (2023). Consumers’ promotion focus mitigates the negative effects of chatbots on purchase likelihood. Journal of Consumer Behaviour, 23(3), 1528–1539. https://doi.org/10.1002/cb.2289
59. Khoa, B. T. (2021). The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchasing Behavior in The Frontier Market. Jurnal the Messenger, 13(1), 19. https://doi.org/10.26623/themessenger.v13i1.2439
60. Kliatchko, J. G. (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal of Advertising, 24(1), 7–34. https://doi.org/10.1080/02650487.2005.11072902
61. Koskimies, E., & Kinder, T. (2022). Mutuality in AI-enabled new public service solutions. Public Management Review, 1–26. https://doi.org/10.1080/14719037.2022.2078501
62. Kronemann, B., Kizgin, H., Rana, N. P., & Dwivedi, Y. K. (2023). How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research. Spanish Journal of Marketing - ESIC, 27(1), 3–19. https://doi.org/10.1108/sjme-10-2022-0213
63. Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135–155. https://doi.org/10.1177/0008125619859317
64. Ledingham, J. A., & Bruning, S. D. (2000). From organizational effectiveness to relationship indicators: antecedents of relationships, public relations strategies, and relationship outcomes. In Routledge eBooks (pp. 41–72). https://doi.org/10.4324/9781410604668-9
65. Legg, S., & Hutter, M. (2007). A collection of definitions of intelligence. arXiv (Cornell University), 17–24. https://arxiv.org/pdf/0706.3639
66. Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020). Brave New World? On AI and The Management of Customer Relationships. Journal of Interactive Marketing, 51(1), 44–56. https://doi.org/10.1016/j.intmar.2020.04.002
67. Longoni, C., Bonezzi, A., & Morewedge, C. K. (2019). Resistance to medical artificial intelligence. Journal of Consumer Research, 46(4), 629–650. https://doi.org/10.1093/jcr/ucz013
68. Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. humans: The impact of Artificial Intelligence Chatbot disclosure on customer purchases. Marketing Science, 38(6). https://doi.org/10.1287/mksc.2019.1192
69. Mallikarjunaradhya, V., & Pothukuchi, A. S. (2015). The Future of SAAS Startups: How AI Accelerates Market Research and Product Development. Asian Journal of Multidisciplinary Research & Review, 2(4), 444-450.
70. Martyrosian, M. (2023, October 31). Blog | 2023 Marketing Toolbox: MarTech and AdTech, CDP, AI, SuperApp. Viber. https://www.forbusiness.viber.com/en/blog/post/2023-marketing-toolbox-martech-and-adtech-cdp-ai-superapp/
71. Matúšová, J. G., Kusá, A., & Pátík, L. (2023). Challenges and opportunities of AI in individual marketing communication tools. Media & Marketing Identity, 259–268. https://doi.org/10.34135/mmidentity-2023-26
72. McKinsey & Company. (2021, November 12). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
73. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust theory of relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
74. Mukhopadhyay, S., Singh, R. K., & Jain, T. (2024). Developing artificial intelligence enabled Marketing 4.0 framework: an Industry 4.0 perspective. Qualitative Market Research: An International Journal. https://doi.org/10.1108/qmr-06-2023-0086
75. Murár, P., & Kubovics, M. (2023). Using AI to create content designed for marketing communications. European Conference on Innovation and Entrepreneurship, 18(1), 660–668. https://doi.org/10.34190/ecie.18.1.1638
76. Mutoffar, M. M., Kuswayati, S., Anggraeny, F. T., & Sumarni, T. (2023). Exploring the potential of ChatGPT in improving online marketing and promotion of MSMEs. Jurnal Minfo Polgan, 12(1), 480–489. https://doi.org/10.33395/jmp.v12i1.12440
77. Nugroho, S., Sitorus, A., Habibi, M. R., Wihardjo, E., & Iswahyudi, M. S. (2023). The role of ChatGPT in improving the efficiency of business communication in management Science. Jurnal Minfo Polgan, 12(1), 1482–1491. https://doi.org/10.33395/jmp.v12i1.12845
78. Patil, D., Rane, N. L., & Rane, J. (2024). Applications of ChatGPT and generative artificial intelligence in transforming the future of various business sectors. In The Future Impact of ChatGPT on Several Business Sectors (pp. 1-47). Deep Science Publishing. https://doi.org/10.70593/978-81- 981367-8-7_1
79. Peppers, D., & Rogers, M. (1995). A new marketing paradigm: Share of customer, not market share. Planning Review, 23(2), 14–18. https://doi.org/10.1108/eb054500
80. Potwora, M., Vdovichena, O., Semchuk, D., Lipych, L., & Saienko, V. (2024). The use of artificial intelligence in marketing strategies: Automation, personalization and forecasting. Journal of Management World, 2024(2), 41–49. https://doi.org/10.53935/jomw.v2024i2.275
81. Rafieian, O., & Yoganarasimhan, H. (2023). AI and Personalization. In Review of marketing research (pp. 77–102). https://doi.org/10.1108/s1548-643520230000020004
82. Rana, J., Gaur, L., Singh, G., Awan, U., & Rasheed, M. I. (2021). Reinforcing customer journey through artificial intelligence: A review and research agenda. International Journal of Emerging Markets, 17(7), 1738–1758. https://doi.org/10.1108/ijoem-08-2021-1214
83. Rane, N., Paramesha, M., Choudhary, S., & Rane, J. (2024). Artificial intelligence in sales and marketing: Enhancing customer satisfaction, experience and loyalty. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4831903
84. Ray, P. P. (2023). ChatGPT: A comprehensive review on background, applications, key challenges, bias, ethics, limitations and future scope. Internet of Things and Cyber-Physical Systems, 3, 121–154. https://doi.org/10.1016/j.iotcps.2023.04.003
85. Rivas, P., & Liang, Z. (2023). Marketing with ChatGPT: Navigating the Ethical Terrain of GPT-Based Chatbot Technology. AI, 4(2), 375–384. https://doi.org/10.3390/ai4020019
86. Russell, S., & Norvig, P. (2016). Artificial intelligence: A Modern Approach, Global Edition (3rd ed.).
87. Ryan, M. (2020). In AI we trust: Ethics, artificial intelligence, and reliability. Science and Engineering Ethics, 26(5), 2749–2767. https://doi.org/10.1007/s11948-020-00228-y
88. Schiessl, D., Dias, H. B. A., & Korelo, J. C. (2022). Artificial intelligence in marketing: A network analysis and future agenda. Journal of Marketing Analytics, 10(3), 207–218. https://doi.org/10.1057/s41270-021-00143-6
89. Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993–1004. https://doi.org/10.55927/eajmr.v2i3.3112
90. Singh, D. (2023). ChatGPT: A new approach to revolutionise organisations. International Journal of New Media Studies: International Peer Reviewed Scholarly Indexed Journal, 10(1), 57-63.
91. Spajić, J., Milić, B., Lalic, D., & Bošković, D. (2023). Leveraging ChatGPT for creative communication strategies: Exploring Pros and Cons. In 19th International Scientific Conference on Industrial Systems. https://doi. org/10.24867/is-2023-t6.
92. Sudirjo, F., Ausat, A. M. A., Rijal, S., Riady, Y., & Suherlan, S. (2023). ChatGPT: Improving communication efficiency and business management of MSMEs in the digital age. Innovative: Journal of Social Science Research, 3(2), 643-652.
93. Süne, M., Akgün, L., & Armutcu, B. (2023). Yapay zekânın satın alma davranışı üzerine etkisi. ResearchGate. https://www.researchgate.net/publication/377159968
94. Tafesse, W., & Wien, A. (2024). ChatGPT’s applications in marketing: A topic modeling approach. Marketing Intelligence & Planning, 42(4), 666–683. https://doi.org/10.1108/mip-10-2023-0526
95. Talarico, D. (2024). AI tool round‐up: Text, image, and other resources to explore. Enrollment Management Report, 27(11), 6-9.
96. Taşçı, M. F., & Dal, N. E. (2023). The essentials of today’s marketing. In ChatGPT Application in Marketing (1st ed., pp. 229–254). Efe Akademik Publishing.
97. Tuomi, A. (2023). AI-Generated Content, creative freelance work and hospitality and tourism marketing. In Springer proceedings in business and economics (pp. 323–328). https://doi.org/10.1007/978-3-031-25752-0_35
98. Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
99. Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1–9. https://doi.org/10.1108/jrim-03-2021-270
100. Wardat, Y., Tashtoush, M. A., AlAli, R., & Jarrah, A. M. (2023). ChatGPT: A revolutionary tool for teaching and learning mathematics. Eurasia Journal of Mathematics, Science and Technology Education, 19(7), 1-18.
101. Wirth, N. (2018). Hello marketing, what can artificial intelligence help you with? International Journal of Market Research, 60(5), 435–438. https://doi.org/10.1177/1470785318776841
102. Wu, C., & Monfort, A. (2022). Role of artificial intelligence in marketing strategies and performance. Psychology and Marketing, 40(3), 484–496. https://doi.org/10.1002/mar.21737
103. Yau, K. A., Saad, N. M., & Chong, Y. (2021). Artificial intelligence Marketing (AIM) for enhancing customer relationships. Applied Sciences, 11(18), 8562. https://doi.org/10.3390/app11188562
104. Zaremba, A., & Demir, E. (2023). ChatGPT: Unlocking the Future of NLP in Finance. Modern Finance, 1(1), 93-98. https://doi.org/10.2139/ssrn.4323643
105. Zhang, Y., & Gosline, R. (2023). Human favoritism, not AI aversion: People’s perceptions (and bias) toward generative AI, human experts, and human–GAI collaboration in persuasive content generation. Judgment and Decision Making, 18. https://doi.org/10.1017/jdm.2023.37
106. Zierock, B., Jungblut, A., & Klinger, T. (2023). Opportunities and challenges of using artificial intelligence tools; from ChatGPT to Aleph Alpha, Neuroflash and DeepL. ResearchGate. https://www.researchgate.net/publication/369997892_Opportunities_and_challenges_of_using_artificial_intelligence_tools_from_ChatGPT_to_Aleph_Alpha_Neuroflash_and_Deepl