Using ChatGPT in Content Marketing: Enhancing Users' Social Media Engagement in Cross-Platform Content Creation through Generative AI
A within-subjects study with 892 US social media users found that GPT-4-generated cross-platform posts outperformed the news organization's human-written posts on Facebook across adaptability, emotion, and engagement measures, while its advantage largely disappeared on the terser Instagram and TwittPowered by Seed HypermediaOpen App