Leveraging machine learning and generative AI for content engagement : an exploration of drivers for the success of YouTube videos
Arindra Nath Mishra, Pooja Sengupta, Baidyanath Biswas, Ajay Kumar, Kristof Coussement
| Year of publication: |
2025
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|---|---|
| Authors: | Mishra, Arindra Nath ; Sengupta, Pooja ; Biswas, Baidyanath ; Kumar, Ajay ; Coussement, Kristof |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 193.2025, Art.-No. 115330, p. 1-15
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| Subject: | ChatGPT | Construal level theory | Customer engagement theory | Large language models | Natural language processing | Video analytics | Künstliche Intelligenz | Artificial intelligence | Online-Marketing | Internet marketing | Social Web | Social web | Sprache | Language | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2025.115330 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015425593