Effects on Customer Brand Image due to Automated Internet Meme Advertising by Utilization of Large Language Models

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  • 大規模言語モデルを活用した自動化インターネットミーム広告による顧客ブランドイメージへの影響

Abstract

<p>With automation on the rise in the business world, the use of large language models (LLM) can potentially automate creative tasks, including advertisement. This leads to the need for research on automation, especially on creative tasks. Internet memes have gained popularity on social media and are frequently used by advertisers to capture attention and promote services. This study suggests that internet memes show promise in enhancing automated advertising. However, in our complex society and concerns about unpredictability and inaccuracy by LLM, it is crucial to investigate potential negative impacts on customer brand image due to automated internet meme advertisements, especially controversial advertisements and false advertising. This result will establish the strengths and weaknesses of internet meme advertising.</p>

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