An Exploratory Study of Marketing Students’ Perception of ChatGPT: Thank You for Help! But I Am Also Worried

Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons in both academic assignments and practical marketing scenarios. To achieve this goal, this study used a mixed-method approach using structured online interviews, sentiment analysis, and topical modeling to capture the diverse perspectives of marketing major students on GenAI.