Von KI zu Content: Erforschung des Einflusses von ChatGPT auf Content-Marketing Strategien und Praktiken

  • Nina Söllinger

Student thesis: Bachelor's Thesis

Abstract

The dynamic nature of content marketing increasingly requires the use of advanced technologies in order to respond effectively to the flexible demands of the market. Traditional marketing methods often reach their limits as they cannot keep up with the speed and complexity of the digital economy. Against this background, this bachelor thesis examines the integration of ChatGPT, an artificial intelligence-based text generator, into content marketing strategies and practices. The focus here is on the opportunities and risks that arise for organisations from the change in the underlying processes. The work is divided into three main chapters. In the first two main chapters, the basics of content marketing and the basics of artificial intelligence, in particular the development and use of ChatGPT, are examined in more detail based on a literature review. The third main chapter presents the empirically collected data, which was gathered using six expert interviews and then analysed using Mayring's qualitative content analysis. In order to be able to comprehensively answer the main research question of this thesis, people from the content marketing environment who use ChatGPT were recruited as interview partners. Finally, the results from the interviews are described in detail and the findings from the results are explained. The results of the study show that the use of ChatGPT in content marketing leads to significant increases in efficiency and an improvement in content. AI technology supports a more targeted customer approach and offers the flexibility to react more quickly to market changes. However, significant risks have also been identified, in particular the increasing dependence on technological systems and concerns about data protection, which require a critical review and adaptation of internal company guidelines. In addition, automation through ChatGPT affects the authenticity of marketing communications, emphasising the need to strike a balance between human creativity and machine efficiency. In summary, this work shows that ChatGPT has the potential to fundamentally transform content marketing but requires a conscious and regulated approach to ensure sustainable benefits and minimise the associated risks.
Date of Award2024
Original languageGerman (Austria)
SupervisorRené Riedl (Supervisor)

Cite this

'