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

Müge Klein; Mehmet Fatih Kutlar

doi:10.17261/Pressacademia.2024.1935

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.

Keywords

References

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Details

Primary Language

English

Subjects

Integrated Marketing Communication, Human Resources and Industrial Relations (Other), Business Administration, Advertisement

Journal Section

Research Article

Authors

Müge Klein ^*
0000-0003-2341-2975
Türkiye

Mehmet Fatih Kutlar
0009-0004-2168-8075
Türkiye

Publication Date

December 31, 2024

Submission Date

October 11, 2024

Acceptance Date

December 11, 2024

Published in Issue

Year 2024 Volume: 11 Number: 2

DOI

https://doi.org/10.17261/Pressacademia.2024.1935

IZ

https://izlik.org/JA76XF25UW

Cite

RIS / Bibtex

APA

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, 11(2), 92-100. https://doi.org/10.17261/Pressacademia.2024.1935

AMA

1.Klein M, Kutlar MF. A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS. JMML. 2024;11(2):92-100. doi:10.17261/Pressacademia.2024.1935

Chicago

Klein, Müge, and Mehmet Fatih Kutlar. 2024. “A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS”. Journal of Management Marketing and Logistics 11 (2): 92-100. https://doi.org/10.17261/Pressacademia.2024.1935.

EndNote

Klein M, Kutlar MF (December 1, 2024) A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS. Journal of Management Marketing and Logistics 11 2 92–100.

IEEE

[1]M. Klein and M. F. Kutlar, “A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS”, JMML, vol. 11, no. 2, pp. 92–100, Dec. 2024, doi: 10.17261/Pressacademia.2024.1935.

ISNAD

Klein, Müge - Kutlar, Mehmet Fatih. “A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS”. Journal of Management Marketing and Logistics 11/2 (December 1, 2024): 92-100. https://doi.org/10.17261/Pressacademia.2024.1935.

JAMA

1.Klein M, Kutlar MF. A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS. JMML. 2024;11:92–100.

MLA

Klein, Müge, and Mehmet Fatih Kutlar. “A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS”. Journal of Management Marketing and Logistics, vol. 11, no. 2, Dec. 2024, pp. 92-100, doi:10.17261/Pressacademia.2024.1935.

Vancouver

1.Müge Klein, Mehmet Fatih Kutlar. A COMPARATIVE EXPERIMENTAL STUDY ON ARTIFICIAL INTELLIGENCE- AND HUMAN-DRIVEN SOCIAL MEDIA MARKETING CAMPAIGNS. JMML. 2024 Dec. 1;11(2):92-100. doi:10.17261/Pressacademia.2024.1935