Abstract:

ChatGPT is a large language model developed by OpenAI, which was released in 2022. The abilities of natural language processing, such as question answering, and ideas generations make ChatGPT a powerful tool for business application and revolutionize the way people engage with technology. The purpose of this study is to examine whether the marketing campaigns generated by ChatGPT would have an impact on consumers' compulsive buying behaviors. We employed the method of quantitative method by collecting questionnaire and then applied structural equation modelling to test our hypotheses. Drawing on a sample of consumers, the findings reveal that traditional marketing managers exert a more substantial influence on customer compulsive buying behaviors than ChatGPT. The study also highlights the significant impact of ChatGPT-generated promotional strategies on younger and female consumer groups compared with other consumer groups, indicating their susceptibility to AI-driven marketing interventions. Such insights provide valuable implications for business managers who are exploring the integration of ChatGPT into their marketing practices to optimize their marketing strategies and tailor their approaches to different age groups, ultimately enhancing their overall market performance and competitive advantage.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Consumer behaviour and psychology;Digital and social;Fashion;Marketing communications;Marketing strategy

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Ms. Lin Jiali