| Author: | Pao, Bill |
| Title: | Digital marketing revolution : the disruptive effect of ai tools on content creation ‒ an analysis of AI-generated content in social media advertising in China |
| Advisors: | Xu, Xin (MM) Feng, Katherine (MM) |
| Degree: | DFinTech |
| Year: | 2024 |
| Subject: | Internet marketing Artificial intelligence ChatGPT Online social networks Social media -- Marketing Social media -- Computer network resources Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | 212 pages : color illustrations |
| Language: | English |
| Abstract: | With a series of significant advancements in artificial intelligence technology, the utilization of AI-generated content (AIGC) has emerged as a prominent research focus. Concurrently, social media marketing has established itself as a mainstream and indispensable component of marketing strategies. Many creators are now leveraging AI technology to optimize their marketing activities, aiming to reduce costs and enhance efficiency. However, how creators use the latest AIGC technology to generate short videos that affects consumers engagement needed to be furtherly discovered. Due to the AI detection conducted by major Chinese social media platforms like Chinese TikTok and Xiaohongshu, this study focuses more on script generation level, which is part of the short video creation process. Thus, the purpose of this study is to examine if AI tools like ChatGPT helped creators to generate short videos with better user engagement. And with the help of AI tools, will the video engagement be all the way up or reveal a curvilinear relationship with the extent creators have involved AI tools in their video creation process. Meanwhile, the study also wants to investigate if the knowledge level will affect the decision of creators using AI tools to assist their video establishments. And finally, the study will examine the effectiveness of AI tools on different types of videos. The study has collected 505 individual Chinese TikTok creators’ demographic information and level of AI tools usage by survey. And then, the study has collected the engagement of three latest videos using AI tools of each creator, video types, and monthly average engagement for a single video of corresponding creators to see if AI tools helped creators improve their video engagement. The result shows that knowledge level is indeed a factor affecting the decision of creators to use AI tools in video creating process. And video type plays a moderating role in AI tools effectiveness on video engagement. However, the findings suggest a negative impact of AI tool usage on user engagement, the relationship is marginal. This study helps us better understand the role of AIGC in digital ads, especially in social media marketing. This project gives marketers, content makers and researchers a lot of useful information by looking at real-life situations and combining results from previous research that this study is expected to add. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7811.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 5.45 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/13327