Table 1 Directions for future research... | Emerald Publishing

Table 1

Directions for future research on generative AI for content marketing

Overarching theme	Specific topic	Research questions
The use of generative AI for content creation	Content creation tasks performed by generative AI and human labor	What tasks are undertaken by generative AI, humans, or a combination of both in content creation?
	Prompt generation and output modification	How can marketers design effective prompts for different content marketing purposes? How do marketers interpret and assess the appropriateness of AI-generated content for their content marketing? To what extent and how do marketers modify AI-generated content?
	Firm sizes and their application of generative AI for content creation	How can SMEs use generative AI to complement their sparse resources in content creation? How does generative-AI-assisted content creation differ in large companies and SMEs?
AI-generated content on social media and search engines	Social media	In which social media platform does generative AI bring the most benefits when used for content marketing?
AI-generated content on social media and search engines	Search engines	What are the implications of AI-generated content on search engine optimization?
Relationships between AI-generated content and customer engagement	Direct effects	Do AI-generated content types of informational, emotional and transactional affect customer engagement?
	Moderating variables	Do (1) product types (low versus high involvement; and hedonic versus utilitarian), (2) customers' age, (3) customers' value toward authenticity and (4) consumer innovativeness moderate the relationship between AI-generated content and customer engagement?
	Mediating variables	Do (1) trust, (2) eeriness and (3) perceived firm innovativeness mediate the relationship between AI-generated content and customer engagement?

Overarching theme	Specific topic	Research questions
The use of generative AI for content creation	Content creation tasks performed by generative AI and human labor	What tasks are undertaken by generative AI, humans, or a combination of both in content creation?
	Prompt generation and output modification	How can marketers design effective prompts for different content marketing purposes?How do marketers interpret and assess the appropriateness of AI-generated content for their content marketing?To what extent and how do marketers modify AI-generated content?
	Firm sizes and their application of generative AI for content creation	How can SMEs use generative AI to complement their sparse resources in content creation?How does generative-AI-assisted content creation differ in large companies and SMEs?
AI-generated content on social media and search engines	Social media	In which social media platform does generative AI bring the most benefits when used for content marketing?
AI-generated content on social media and search engines	Search engines	What are the implications of AI-generated content on search engine optimization?
Relationships between AI-generated content and customer engagement	Direct effects	Do AI-generated content types of informational, emotional and transactional affect customer engagement?
	Moderating variables	Do (1) product types (low versus high involvement; and hedonic versus utilitarian), (2) customers' age, (3) customers' value toward authenticity and (4) consumer innovativeness moderate the relationship between AI-generated content and customer engagement?
	Mediating variables	Do (1) trust, (2) eeriness and (3) perceived firm innovativeness mediate the relationship between AI-generated content and customer engagement?