Merchandising/Marketing/Retailing: Branding

Utilizing ChatGPT in the Creation of Social Media Marketing Communications for Luxury Brands: An Investigation into Lovemarks and Follow Intention

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Abstract

Given the importance of how a technology such as ChatGPT can shape the industry, it is critical for the luxury brand to embrace this technology to better engage with their customers. The purpose of this conceptual paper is to propose a study that investigates social media marketing communications created by the luxury brand and the AI technology, ChatGPT, and to determine if there is a difference in consumer lovemarks and overall follow intention. The proposed study will be guided by a modified version of the Stimulus-Organism-Response (S-O-R)framework. The researchers recommend using an experimental quantitative method for the proposed study. The findings from this proposed study can provide empirical evidence on the use of AI technology such as ChatGPT by luxury brands for their marketing communications, specifically, social media.

Keywords: luxury, artificial intelligence, ChatGPT, lovemarks, social media

How to Cite:

Slaton, K. & Pookulangara, S., (2024) “Utilizing ChatGPT in the Creation of Social Media Marketing Communications for Luxury Brands: An Investigation into Lovemarks and Follow Intention”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17267