Using AI and ChatGPT in Brand Storytelling

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationAMCIS 2023 Proceedings
PublisherAssociation for Information Systems
ISBN (electronic)9781958200056
ISBN (print)9781713893592
Publication statusPublished - 2023

Publication series

NameAnnual Americas Conference on Information Systems, AMCIS

Conference

Title29th Americas Conference on Information Systems (AMCIS 2023)
PlacePanama
CityPanama City
Period10 - 12 August 2023

Link(s)

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Document Link

Links
Link to Scopus https://www.scopus.com/record/display.uri?eid=2-s2.0-85192951334&origin=recordpage
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(4fd36d18-6814-4075-bf9c-9ee6eecfec02).html

Abstract

AI Chatbots, like ChatGPT, have attracted widespread attention for their powerful natural language processing capabilities. Artificial intelligence (AI) chatbots, such as Auto-GPT and ChatGPT, can help companies create brand stories and communicate with stakeholders to enhance corporate communication and brand equity. In this extended abstract, we discuss our plan to generate brand messages with varying language formality and investigate the effect of informed communicators (ie, human and AI chatbots) and the language formality of brand stories on individuals' attitudes to the brand and examine the role of psychological distance. Our findings are expected to contribute to the theoretical fundamentals of using chatbots like ChatGPT in brand storytelling.

Research Area(s)

  • brand attitude, brand storytelling, chatbot, ChatGPT, language style, psychology distance

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

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Publication fingerprints text

100
Artificial Intellig... Keyphrases
100
Brand Storytelling Keyphrases
100
Chat Generative Pre... Keyphrases
100
Chatbot Computer Science
100
ChatGPT Computer Science
100
Narrative Method Social Sciences
100
Story-Telling Psychology
100
artificial intellig... INIS
100
Brand Economics, Econometrics a...
75
AI Chatbot Keyphrases
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Citation Format(s)

[ RIS ] [ BibTeX ]
Using AI and ChatGPT in Brand Storytelling. / Wang, Runyu; Siau, Keng; Zhang, Zili.
AMCIS 2023 Proceedings. Association for Information Systems, 2023. (Annual Americas Conference on Information Systems, AMCIS).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review