Content Creation Research Articles

Innovative Content Production in Marketing Communication Through AI

The integration of artificial intelligence (AI) into marketing communications has changed the way businesses communicate with their customers. The present paper explores the potential of AI-driven systems to automate content creation, highlighting the role of AI in increasing customer engagement and strategic decision making. AI offers significant benefits by leveraging customer data to predict their behaviour, optimize marketing strategies, and personalize content. By systematically creating and evaluating content, AI enables marketers to customize messages to specific audiences, increasing the effectiveness of campaigns. The research employs a mixed methods approach that combines qualitative and quantitative analyses to assess the potential use of AI in content marketing. The qualitative aspect involves a thorough review of existing literature, identifying key trends and relationships in the use of AI for marketing communications. On the other hand, the quantitative aspect of the study involves a process of experimental validation using Python and APIs such as OpenAI and Graph APIs to automate content creation and measure its effectiveness. The findings confirm that AI can be utilized to personalize content using the input data in the form of brand-voice, target group, and the evaluation of current communication. The iterative process allows for continuous improvement of quality and relevance of content, which is important in the dynamic environment of marketing communications. The study highlights the importance of accurately defining the target audience and brand-voice, as the effectiveness of AI depends heavily on the accuracy of the input data. However, the study also acknowledges limitations such as the potential inconsistency of the content generated through AI and the challenges associated with maintaining a coherent brand-voice. Future research should focus on developing advanced machine learning methods to better understand context and improve the alignment of content with brand values and customer expectations. In conclusion, the integration of AI into marketing communications offers a powerful tool for businesses to optimize content creation, increase customer engagement, and achieve strategic goals in an increasingly competitive digital environment. AI's ability to create, evaluate and refine content in real-time provides a significant advantage and ensures that marketing communications remain adaptive and effective.

AI in the spotlight: The impact of artificial intelligence disclosure on user engagement in short-form videos

This paper aims to investigate how AI disclosure affects user engagement intention. We try to comprehensively explore the fundamental mechanisms behind AI disclosure and user engagement, along with the boundary conditions that impact the relationship. Based on the heuristic-systematic model, this study built a moderated mediation model and conducted an online experiment on “Credamo” platform. The 479 valid experimental data of the study were analyzed by partial least squares structural equation modeling (PLS-SEM). The results indicate that AI disclosure has a direct, positive impact on user engagement intention, while it could also diminish user engagement intention by lowering users' perceived content quality. However, the negative impact on perceived content quality can be mitigated by improving users’ perceived AI capabilities. This study expands the research focus of AI disclosure and the practical application of heuristic-systematic model, which provides theoretical insights to the artificial intelligence related literature. In addition, we put forward to informed practical recommendations for video content creators and publishers in creating content and promoting user interaction.

Human-machine Voice and Human-machine Competition: Practical Landscape, Pattern Changes and Industrial Challenges of Generative AI-Enabled Audiobook Publishing

At present, generative artificial intelligence has a profound impact on the audiobook publishing industry chain, and exerts unprecedented transformative power in all aspects of audiobook publishing. This paper reviews the specific technical forms of generative artificial intelligence used in the process of audiobook publishing, including text-to-speech, speech recognition, intelligent speech interaction, voiceprint recognition, voice anonymization, etc., and shows the practical picture of how these technologies influence audiobook publishing in different stages of content creation, sound presentation, recording and editing, quality control, terminal playback and readers feedback. It analyzes the pattern changes of the audiobook publishing industry brought about by generative artificial intelligence, with "human-machine voice" as the core, and then discusses the challenges and reflections faced by the audiobook publishing industry under the trend of "human-machine competition and cooperation" from the aspects of underlying logic, industry pain points, fundamental principle, reading environment and technical ethics. Therefore, generative artificial intelligence technology is like a double-edged sword, audiobook publishers should fully understand its nature, conform to the trend of technology, and use it to enable new quality productive forces of audiobook publishing industry.

The Influence of Artificial Intelligence on Modern Marketing

This paper explores how Artificial Intelligence (AI) is reshaping the marketing landscape, using data primarily sourced from Statista. By analysing global trends up to March and July 2023, we aim to provide a clear understanding of AI's impact on marketing strategies and outcomes. We begin by examining the rapid growth of AI in marketing, including its market size, revenue, and the preferences of users worldwide. We also highlight the popularity of leading AI text tools among users, giving insights into their market dominance and adoption rates. In addition, we investigate the funding landscape for AI marketing-related startups, showcasing the industry's investment trends and innovation potential. Furthermore, we identify the most effective ways marketers are using AI and marketing automation, offering practical insights for professionals seeking to leverage these technologies. Our study also looks at where AI is being used in marketing, revealing the diverse applications that are shaping strategies globally. We delve into the tools and platforms driving AI integration in marketing and advertising, as well as the main tasks undertaken by professionals using generative AI. A key focus is on AI-assisted writing, where we outline how marketers are employing AI for content creation and its impact on efficacy. We also explore the perceived benefits of AI tools according to marketing professionals, providing actionable insights for decision-making. Lastly, we assess the effectiveness of chat-based search advertising, particularly among paid search marketers in the United States. Through a concise summary of our findings, this paper aims to offer a comprehensive view of AI's transformative role in marketing, providing practical insights for industry stakeholders navigating this evolving landscape. In conclusion, this research serves as a roadmap for marketers, entrepreneurs, and industry professionals, guiding them through the integration of AI technologies into marketing strategies and operations. By understanding the current trends and potential benefits of AI, stakeholders can adapt and thrive in an increasingly AI-driven marketing environment.

Public e-learning opportunities in anesthesia on YouTube.

The increasing knowledge in medicine makes continuous education for clinicians necessary more than ever. The range of skills to be covered in anesthesia is constantly growing. How to optimize complex training in practical skills in an increasingly economized environment remains unclear. The extent and suitability to which video platforms assist in learning basic skills in anesthesia has not been investigated yet. To identify appropriate videos on YouTube, we conducted a search (May 1st 2023), including common combinations of synonymous terms, and checked up to the 50th result for relevance. Videos initially deemed suitable were archived and evaluated to exclude duplicates. All included videos were subsequently scrutinized for content. For this purpose, a validated checklist to assess procedural and didactic content was used. Data analysis involved assessing interrater reliability, Spearman's rho test, and linear regression analysis. We were able to include 222 videos related to 16 basic skills. The low number of videos found on specific skills was striking. The level of fulfillment illustrating a practical skill was repeatedly found <60%. The consistency of the questionnaire was moderate (Fleiss kappa 0.59). Video runtime displayed a significant correlation (p < 0.001) with the number of items accomplished on procedural (|ρ| = 0.442, R 2 = 0.196) and didactic items (|ρ| = 0.452, R 2 = 0.153). The professional context of the content creators showed no influence. The quantity of available material on specific basic anesthesiologic skills varied drastically. In addition, the videos available often revealed significant shortcomings, making it challenging to easily assess the quality of the content. The vast majority of evaluated videos did not reflect the intended approach in a scientifically correct manner or were entirely unsuitable for displaying the procedural requirements.

The poster boys of aspirational labor: parables of success and failure in The Viral Fever’s web shows

Abstract Aspirational labor has been understood by scholars based in the Global North to encapsulate a form of labor undertaken by social media content creators that is mostly uncompensated for, but is, nonetheless, integral to the functioning of its economy. While this dominant theorization of aspirational labor is sometimes helpful for explaining the precarity of digital media labor in countries of the Global South, its uncritical application could also be severely limiting. I undertake a close textual analysis of select web shows created by the entertainment brand and YouTube content creators The Viral Fever (TVF) to demonstrate how it would be imprecise to see them as just victims of an exploitative economy. My article shows how TVF web shows consistently imagine elaborate cinematic narratives that valorize and embody the neoliberal values of aspiration and individual growth that in turn is complicit in the machinations of platform economy’s extractive affordances.

Exploring deepfake technology: creation, consequences and countermeasures

AbstractThis paper presents a comprehensive examination of deepfakes, exploring their creation, production and identification. Deepfakes are videos, images or audio that are remarkably realistic and generated using artificial intelligence algorithms. While they were initially intended for entertainment and commercial use, their harmful social consequences have become more evident over time. These technologies are now being misapplied for the creation of explicit content, coercing individuals and disseminating false information, resulting in an erosion of and potentially negative societal consequences. The paper also highlights the significance of legal regulations in controlling the utilization of deepfakes and investigates methods for their identification through machine learning. In the modern digital world, comprehending the ethical and legal implications of deepfakes necessitates a thorough understanding of the phenomenon.

Reshaping Suspense Web Dramas: A Study of Nonlinear Narrative Strategies and Audience Feedback in Tencent Video’s 2022 Suspense Series

In recent years, China's streaming platforms have increasingly invested in the production of original suspense web dramas, making suspense dramas a popular genre that frequently sparks social discussions and crosses audience boundaries. In 2022, Tencent Video released six major suspense series, including Under the Skin, Are You Safe?, Talking Bones 2, The Neuron Doctors, The Fight, and Reset. This study delves into the programming strategies and audience feedback of these series, analyzing their unique narrative structures, script content creation, and their alignment with real-world social issues. Additionally, the paper examines audience reviews on platforms such as Weibo, Douban, and Tencent Video, revealing how these phenomenon-level suspense dramas successfully captivate viewers through their realistic themes and innovative nonlinear storytelling methods, showcasing their strong appeal and market competitiveness.

IMPLEMENTASI PERANCANGAN INTEGRASI SWOT BALANCED SCORECARD DALAM PENILAIAN KINERJA BISNIS PAKAN KELINCI PADA RABBIT BROTHERS DI KABUPATEN BANDUNG

Rabbit Brothers is one of the rabbit breeders established in 2017 located in West Java, West Bandung Regency. Rabbit Brothers rabbit feed sales in 2023 fluctuated. The tighter the competition, the company needs to determine strategies in business management to determine the company's current performance. The purpose of this study is to describe the strategy based on SWOT analysis, design a Rabbit Brothers rabbit feed strategy map based on SWOT Balanced Scorecard integration, performance measurement and performance assessment of Rabbit Brothers rabbit feed based on SWOT Balanced Scorecard integration, and improve Rabbit Brothers rabbit feed business performance based on SWOT Balanced Scorecard integration. The methods in this research are SWOT Analysis, Balanced Scorecard, Analytical Hierarchy Process Software Expert Choice, and Key Performance Indicator Lead Indicator. Rabbit Brothers rabbit feed strategy and strategy map, one of which is increasing profits, Rabbit Brothers rabbit feed performance is 93.04%, meaning that the company's performance is in a very healthy condition with the category (AAA). The performance of the four performance perspectives that are not optimal is improved on strategic initiatives, one of which is the content creation program.

ANALISIS PENERAPAN SOCIAL MEDIA MARKETING INSTAGRAM PADA HOTEL HORISON PALMA PANGANDARAN MENGGUNAKAN FRAMEWORK DRAGONS

Hotel Horison Palma Pangandaran is a company engaged in the hotel industry. This research aims to obtain information and a real picture of how to implement the Instagram social media marketing strategy at the Horison Palma Pangandaran Hotel. The research method used is qualitative descriptive which explains descriptively how to implement the Instagram social media marketing strategy carried out by Hotel Horison Palma Pangandaran. The data collection technique of this study is through interviews with 6 informants, documentation and literature studies, source triangulation, and using the DRAGONS framework analysis. The results of this study show that the company in implementing the dimensions of content creation, content sharing, and community building has been running well. Meanwhile, the connecting dimension still experiences several obstacles that can be repaired and maximized by the Horison Palma Pangandaran Hotel.

Strategic Management in Digital Media: The Evolution of Innovative Content Creation

Strategic management is now essential in the ever-changing digital media ecosystem to fully use creative content ideas. Focussing on how strategic management has driven innovation, this research study traces the development of content strategies in the digital media business. Successful content production methods are identified by analysing significant trends, technology, and business models in the research. Content creation and delivery have been revolutionised by digital platforms, data analytics, and audience interaction strategies. This study delves into these changes. In order to provide light on best practices and new initiatives, it also analyses case studies of prominent digital media firms. According to the results, companies that want to stay competitive and successfully engage audiences in the digital age need to have a proactive and adaptable strategy management approach. Policymakers, academics, and professionals in the digital media sector may all benefit from this study's findings by better comprehending the factors that drive content creation and strategic management.

Investigating the Effects of Cinematic Content on Psychological Attitudes towards Social Issues

Cinematic content plays a crucial role in shaping and reflecting societal attitudes, offering powerful narratives that can influence public perceptions of social issues. This study explores the impact of cinematic content on psychological attitudes towards social issues among college students. A sample of 150 students was divided into two groups: Group A (80 students) impacted the positive attitude while Group B (70 students) served as the control group with negative attitude. This study aimed to assess how cinematic narratives affect attitudes and perceptions of social issues. Statistical methods employed included t-tests to compare attitudes between groups, one-way ANOVA for with-group variations, chi-square tests for categorical relationships, and pre-post tests to measure changes in attitudes. The findings highlight the significant role of cinematic content in shaping the attitudes towards social issues, emphasizing the importance of understanding how films influence public opinion and societal norms. This analysis provides insights into the effectiveness of cinematic portrayals in driving the positive social change and informs content creators on leveraging media for educational and advocacy purposes.

Regulating Digital Piracy Consumption

Regulators across the globe have imposed penalties on consumers for digital piracy consumption. Contrary to expectations, however, digital piracy consumption has continued to grow. The authors develop a simple model of competition between a copyright holder and a pirate firm to offer a plausible account for this observation as well as actionable guidelines for optimal regulation design. The core of this idea is to endogenize the pirate firm's strategic investment in antitracking technologies that help consumers evade a regulator's penalty. The authors find that as the penalty rises, piracy consumption can surprisingly increase after decreasing first; relatedly, the copyright holder and the society may suffer from tighter regulation. Depending on the cost of antitracking technologies of the pirate firm, the regulator optimally sets the penalty to operate in two different regimes. When the technology is available at a low cost, the regulator can achieve the goals of maximizing social welfare and minimizing piracy consumption simultaneously by setting a moderate penalty that maximizes consumers’ expected penalty and tolerates some level of piracy consumption. In contrast, when the technology is costly, the regulator should set a relatively high penalty to completely impede piracy supply. Additionally, the authors show that supply-side regulation does not substitute away demand-side regulation, and educating consumers about copyright protection may unintentionally lead to an increase in piracy consumption. Last, the authors identify complex nonmonotonic long-run effects of piracy consumption regulation on the copyright holder's incentives for content creation and copyright protection.

Prejudice in selected American and Iranian newspaper articles on Gaza crisis: A critical discourse study

Prejudice discourse is considered as one of the most important language uses usually invested in different social situations, particularly by in-group speech communities. This highlights the need to investigate this language phenomenon according to some interdisciplinary perspectives. So, this paper compares and contrasts from critical discourse perspective the prejudiced content used in the news coverage of American and Iranian newspapers' discourse as part of the discursive portrayal of the Israeli-Palestinian conflict during the 7th Oct. 2023 attack. Two articles were gathered from two opposing international newspapers, one is American (New York Post) and another is Iranian (Tehran Times). This paper aims at discovering prejudice's components and function, identifying the discursive strategies to determine the ideologies that allow a journalist to write a prejudice content. So, this helps the researcher to expos the differences and similarities in the selected data. To get a thorough critical comprehend of the nature of prejudice in the selected data, the researcher adopted a model for critical discourse analysis and applies qualitative and quantitative data analysis. The researcher finds that the cognitive, affected and behavioral components which are a reflection of an attitude in the function of publishing prejudiced content in the selected articles include semantic-strategies of lexicalization and aggregation and rhetorical-strategies of topo and contrast. The polarization of positive in-group self-representation and negative out-group representation in a racist and discriminatory way are the most prevalent ideologies that drive the creation of prejudiced content in the selected data. The articles differ in the sense that while the news coverage in Iranian was prejudiced "pro-Palestinians," American newspapers published prejudiced "pro-Israeli" articles. Although these two newspapers have adopted similar linguistic methods, they convey the news coverage of that event in some prejudiced way based on the newspaper's ideological perspective.

“Stuck in, Can’t Come Out”: Physical Distancing and YouTube Spaces for LGBTQ Adolescents’ Wellbeing

The pandemic has led to physical distancing measures put in place to minimize the spread of COVID-19, leading schools and community centers to close their physical locations. For many lesbian, gay, bisexual, transgender, and queer (LGBTQ) individuals living with their family, their home can be considered harmful and unsupportive due to their family&amp;rsquo;s rejection towards LGBTQ identity. LGBTQ YouTubers can be a unique avenue to understand how they can use their social media presence to act as an online supportive system that parallel traditional offline supportive systems during the pandemic where offline supportive spaces are limited. The purpose of the study is to analyze online video platforms (ie. YouTube) and whether LGBTQ YouTubers can act as support systems for their LGBTQ community during the pandemic through video content creation. Four LGBTQ YouTubers that have created videos related to the COVID-19 outbreak were chosen and their video comments (NVideo1 = 147; NVideo2 = 195; NVideo3 = 238; NVideo4 = 79) were analyzed through content analysis. Results revealed the following categories: 1) Community support and engagement between the community and the YouTuber, 2) diverse coping strategies as a result of COVID-19, 3) community&amp;rsquo;s emotional experiences surrounding COVID-19, 4) community members&amp;rsquo; use of diverse support types, 5) YouTuber authenticity and relatability to community, and 6) intersectional identity (e.g., disability, ethnicity) experiences. Emerging themes suggest LGBTQ YouTubers can be informal online social support systems that can parallel the physical connections and support lost due to COVID-19.

The Role of Health Belief Model Constructs and Content Creator Characteristics in Social Media Engagement: Insights from COVID-19 Vaccine Tweets.

The Health Belief Model (HBM) has been widely studied, but it is unclear how social media post creators use HBM constructs to influence the public's awareness of health topics, particularly for COVID-19 preventative health behaviors. Moreover, there is limited knowledge about how content creators enhance user engagement with COVID-19 vaccine tweets. A content analysis of COVID-19 vaccine tweets (n = 362) examined how HBM constructs were used in social media posts and their relationship to content creator characteristics (e.g., race, education level) and user engagement behaviors (e.g., number of favorites). Content creators' tweets about COVID-19-related topics generally centered on two HBM constructs-benefits and barriers-while fewer tweets emphasized perceived susceptibility or self-efficacy; tweets containing these constructs were retweeted less often. Findings revealed that tweets from politicians, health experts, and white and Asian sources emphasized the perceived benefits of the COVID-19 vaccine. Individual tweets, especially from Black individuals and celebrities, generated more user engagement. Understanding the factors that contribute to social media user engagement with health-related content is important for designing more focused and impactful health communication campaigns and promoting healthier habits and perspectives. Thus, by demonstrating the possible relevance of the HBM to digital communication strategies or health campaigns, our study provides useful guidance for health promoters and policymakers who use social media to raise public health awareness.

The road to censorship: the case of digital audiovisual industries in India

ABSTRACT This article examines the influence of the Indian government on digital content creation, amidst growing concerns about freedom of expression due to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021 (IT Rules). Introduced by the ruling Bharatiya Janata Party (BJP), these regulations have sparked debate over their impact on India’s vibrant digital audiovisual industry, which has been a bastion of diverse storytelling and production capabilities. The situation is complicated by threats from extremist groups affiliated with the BJP, and right-wing groups against platforms like Netflix and Amazon Prime Video, raising suspicions that these legislative measures serve ideological and political agendas under the guise of ‘digital welfare’. Through a mixed-method approach comprising qualitative content analysis of the IT Rules, discourse analysis of governmental communications, and interviews with practitioners and policy experts, the study explores the triangulated power dynamics between the state, global platforms, and content creators. It reveals how state intervention, presented as a nation-building effort, effectively legitimises digital and mob censorship, encourages self-censorship among creators due to policy ambiguity, and aligns digital content creation closely with the state’s ideological objectives.

Analysis of the Challenges and Opportunities of AIGC for Youth Education

The rapid growth of artificial intelligence (AI) technologies has permeated various industries, notably transforming the education of young children. On the one hand, content creators can use Artificial Intelligence Generated Content (AIGC) to convert mundane educational material into engaging animations, leveraging AI to tailor interactive content based on individual performance, thus enhancing the learning experience. However, as adolescents increasingly own smart devices, streaming platforms often customize content based on browsing history, potentially trapping youth in echo chambers. Moreover, advancements in AI can facilitate the spread of fake videos and news on these platforms, potentially altering adolescents' worldviews and posing challenges to their personal development and societal integration. This paper explores these challenges and opportunities, offering insights and recommendations for regulatory bodies and family education strategies.

VividWav2Lip: High-Fidelity Facial Animation Generation Based on Speech-Driven Lip Synchronization

Speech-driven lip synchronization is a crucial technology for generating realistic facial animations, with broad application prospects in virtual reality, education, training, and other fields. However, existing methods still face challenges in generating high-fidelity facial animations, particularly in addressing lip jitter and facial motion instability issues in continuous frame sequences. This study presents VividWav2Lip, an improved speech-driven lip synchronization model. Our model incorporates three key innovations: a cross-attention mechanism for enhanced audio-visual feature fusion, an optimized network structure with Squeeze-and-Excitation (SE) residual blocks, and the integration of the CodeFormer facial restoration network for post-processing. Extensive experiments were conducted on a diverse dataset comprising multiple languages and facial types. Quantitative evaluations demonstrate that VividWav2Lip outperforms the baseline Wav2Lip model by 5% in lip sync accuracy and image generation quality, with even more significant improvements over other mainstream methods. In subjective assessments, 85% of participants perceived VividWav2Lip-generated animations as more realistic compared to those produced by existing techniques. Additional experiments reveal our model’s robust cross-lingual performance, maintaining consistent quality even for languages not included in the training set. This study not only advances the theoretical foundations of audio-driven lip synchronization but also offers a practical solution for high-fidelity, multilingual dynamic face generation, with potential applications spanning virtual assistants, video dubbing, and personalized content creation.

Stylized facts of metaverse non-fungible tokens

Non-Fungible Tokens (NFTs) within the metaverse represent a rapidly emerging sector in the digital asset space. This paper provides a comprehensive review of the metaverse’s history and an analysis of the stylized facts of five metaverse NFTs: Axie Infinity, Decentraland, Enjin Coin, Theta Network, and The Sandbox. We examine market efficiency, volatility clustering, leverage effects, and the return-volume relationship. Our key findings show that all NFT returns exhibit kurtosis values significantly exceeding the standard value of three, indicating more peaked and heavier-tailed distributions than a normal distribution. Autocorrelation analysis reveals statistically insignificant results, suggesting minimal influence of past returns on current returns. The Hurst exponent fluctuates between 0.3 and 0.8, indicating relative inefficiency in log returns with varying degrees of trend reinforcement and anti-persistence. The GARCH(1,1) model confirms the presence of volatility clustering, with high persistence of volatility shocks over time, and most NFT returns exhibit a negative leverage effect, where negative returns decrease volatility. These findings provide critical insights for investors, content creators, and policymakers, emphasizing the need for innovative strategies and regulatory considerations in this evolving ecosystem. A comparative analysis using alternative metaverse-related assets from Bloomberg and Yield Guild Games enhances the robustness of our findings, enriching the academic discourse on digital assets and laying the groundwork for future research in metaverse NFTs.