Capitalizing the Power of ChatGPT for Digital Business: Factors Catalyzing its Usage in Marketing

Abstract

This study aims to synthesize the existing literature on the application of ChatGPT and identify what factors influence the actual use of ChatGPT in Bangladesh. A mixed method approach along with a descriptive research design is employed. Data is collected with a pretested 7-point Likert scale questionnaire disseminated through online media to the 260 marketing executives selected with convenience sampling. Finally, 126 responses were analyzed using regression analysis. The findings indicate that marketers in Bangladesh use ChatGPT for Content_Generation, SEO_Optimization, and writing Product_Description, but Lead_Generation negatively impacts the usage of ChatGPT. Other variables such as Email_Marketing, Socialmedia_Management, Customer_Relationship, and Marketing_Research are not found statistically significant.  However, a small sample size inhibits the generalizing of the result. This study contributes by providing a picture of the usage of ChatGPT in the digital marketing sector in Bangladesh. Future research should address the sample size limitation and consider ethical issues and additional variables suggested by TAM and UTAUT models.