Comparative Impact of ChatGPT vs. Human-Driven Marketing Campaigns on Compulsive Buying Behaviors: Insights from Consumer Demographics and Marketing Mix

This study aims to explore the impact of marketing campaigns generated by ChatGPT, versus those crafted by traditional human marketing managers, on consumer compulsive buying behaviors. The marketing mix is one of the most important tools used by marketing managers in their marketing activities. Grounded in the diffusion of innovation theory, this study investigates the influence of ChatGPT-generated marketing activities on marketing mix (MM) elements (product, price, place or distribution, and promotion), which, in turn, affect consumers' compulsive buying behavior in different demographic groups. In this scenario-based study, data gathered from the questionnaires were analyzed through structural equation modeling to compare the effectiveness of AI-driven and human-generated marketing strategies. Our findings reveal that in the context of the marketing mix, traditional marketing managers' marketing strategies have a stronger influence on consumer-compulsive buying behaviors than those generated by ChatGPT. These insights provide valuable guidance for business managers looking to integrate ChatGPT into their marketing strategies, as well as how ChatGPT could be strategically deployed across different demographic groups. This study highlighted the need for a demographic-sensitive, user-centric perspective in generative (ChatGPT) technologies.