The Impact of Brand-Voice Integration and Artificial Intelligence on Social Media Marketing

• Authors: Murár Peter , Kubovics Michal , Jurišová Vladimíra
• Languages of publication: EN

Abstracts

EN

Corporate identity plays an important role in the success and competitiveness of businesses in today’s dynamic business environment. It encompasses brand identity, organisational culture, values, and reputation, and is key in building relationships with stakeholders. An ethical corporate identity, in particular the perception of a company as ethical and socially responsible, positively influences employee behaviour and engagement. Artificial Intelligence (AI) has revolutionised business management and offers innovative solutions to improve decision-making, efficiency, and transparency. Integrating AI into corporate governance can improve risk management, compliance, and accountability. In the digital age, social media are key in building and maintaining the brand voice of businesses. With the advent of AI, new tools such as Chat GPT have emerged to simplify and accelerate content creation, including social media posts. However, achieving satisfactory brand-voice results using AI requires careful analysis and extensive, representative data that travels into the prompter. Although AI-generated content is fast, it should be vetted by experienced experts to ensure it aligns with brand values and brand image. Although Chat GPT promises to generate content and brand-voice, its successful use requires collaboration with experienced experts and thoughtful consideration of its use in building and maintaining an authentic and effective brand-voice.

Keywords

EN

artificial intelligence; brand communication; brand perception; brand-voice integration; social media marketing

• Publisher: Univerzita sv. Cyrila a Metoda (Trnava)
• Journal: Communication Today
• Year: 2024
• Volume: 15
• Issue: 1
• Pages: 50-63

Contributors

author

Murár Peter

• Department of Marketing Communication, Faculty of Mass Media Communication, University of Ss. Cyril and Methodius, Námestie J. Herdu 2, 917 01 Trnava, Slovac Republic

author

Kubovics Michal

author

Jurišová Vladimíra

Identifiers

DOI

10.34135/communicationtoday.2024.Vol.15.No.1.4