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A Conceptual Study on Instagram Marketing: Examining the Effect of AI on Several Business Sectors Using AI ChatGPT on Marketing Effectiveness

A Conceptual Study on Instagram Marketing: Examining the Effect of AI on Several Business Sectors Using AI ChatGPT on Marketing Effectiveness

Pramod Ranjan Panda (GIET University, India), Swapna mayee Sahoo (GIET University, India), Saumendra Das (GIET University, India), Rohit Bansal (Vaish College of Engineering, Rohtak, India), Sabyasachi Dey (Trident Academy of Creative Technology, India), Nayan Deep S. Kanwal (University Putra Malaysia, Malaysia), and Hassan Refaat Hassan Badawy (Luxor University, Egypt)
Copyright: © 2024 |Pages: 24
DOI: 10.4018/979-8-3693-0724-3.ch002
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Abstract

The purpose of this study is to look into the applications of AI Chat GPT that affect marketing efficiency, notably on the Instagram platform. In the success of Instagram marketing, a descriptive qualitative method using virtual ethnography is utilized to assess AIDA (attention, interest, desire, and action) effectiveness. By counting the number of users that watched, liked, visited the profile, or engaged in a certain action after seeing the advertisement, Instagram's marketing effectiveness was determined. This chapter examines how ChatGPT, an NLG model powered by OpenAI's GPT-3 technology, might enhance chat-based e-commerce and other sectors including news, education, entertainment, finance, and health. The authors evaluate ChatGPT's present use cases in various fields and consider potential new uses. They also talk about how this technology may be used to provide people with more individualized content. They examine ChatGPT's potential to improve customer service for businesses in our final section.
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2. Aims Of The Chapter

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    Employs a descriptive qualitative approach using virtual ethnography.

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    Users are able to actively engage in marketing content created with AI Chat GPT.

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    Chat GPT improves upon OpenAI's GPT-2 model by using the extensive linguistic patterns from the GPT-3 dataset.

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    Encompasses features such as mood, emotion, and subject analysis.

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    Enables the creation of several chat threads to facilitate authentic interactions between people and bots.

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    This text examines the challenges that hinder the progress of artificial intelligence (AI) and explores the potential applications of ChatGPT in different industries.

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    Examines the potential of ChatGPT in delivering customized content and enhancing customer support.

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3. Literature Review

Effectiveness is a measure of a company's success or failure in achieving its objectives. Success depends on achieving goals, and if an organization achieves its objectives, it has succeeded. Effectiveness indicators describe the diverse outcomes of program outputs in accomplishing program objectives. A successful work process contributes more to the accomplishment of stated goals, indicating the efficiency of a process within an organizational unit (Mardiasmo, 2017).

According to Beni (2016) effectiveness as the link between production and objectives, assessing an organization's procedures, methods, and production levels. An action is considered effective if it significantly impacts service delivery capacity. In the public sector, effectiveness and success are related, with the capacity to deliver community services significantly impacted by societal goals and their stated purpose.

The goal of artificial intelligence (AI), a multidisciplinary approach combining linguistics and computer science, is to develop machines that are capable of carrying out tasks that traditionally call for human intellect (Sarker, 2022). These comprise, according to Korteling (2002), the capacity for comprehending, analyzing, and interpreting abstract concepts as well as the capacity for responding to intricate human qualities like attention, emotion, and creativity, among others.

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