Shift or Shimmer? The Promises of Generative AI for Automated Content Analysis in Marketing

International Journal of Market Research, Volume 68, Issue 1, Page 82-107, January 2026.
This paper explores the contributions and limitations of Generative AI (GenAI), including Chat GPT, in automated content analysis (ACA) in marketing. It compares the performance of several Chat GPT-driven ACA protocols with manual and automatedad hoc …

​International Journal of Market Research, Volume 68, Issue 1, Page 82-107, January 2026. <br/>This paper explores the contributions and limitations of Generative AI (GenAI), including Chat GPT, in automated content analysis (ACA) in marketing. It compares the performance of several Chat GPT-driven ACA protocols with manual and automatedad hoc … Read More

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