| Title |
Politinių reklamų turinio marketingo etiškumo kriterijų integravimas pasitelkiant dirbtinį intelektą / |
| Translation of Title |
Integrating ethical criteria of content marketing for political advertising by using artificial intelligence. |
| Authors |
Panceris, Jonas ; Masys, Jotautas |
| DOI |
10.52320/vtb.v15i1 |
| Full Text |
|
| Is Part of |
Verslas, technologijos, biomedicina: inovacijų įžvalgos: straipsnių rinkinys.. Klaipėda : Klaipėdos valstybinė kolegija. 2024, Nr. 1(15), p. 315-323.. ISSN 2538-7383 |
| Keywords [eng] |
ethics ; political advertising ; artificial intelligence ; content marketing |
| Abstract [eng] |
The research problem of the article focuses on possibility to apply content marketing principles and artificial intelligence (AI) for designing ethical political advertising. The research aim is to identify criteria and content elements that help to evaluate the characteristics and AI impact for political advertising content, which might raise doubts among users about their ethics. The empirical research methodology was implemented in several stages: a database of advertisements of Lithuanian political parties was created, an expert assessment of the ethicality of the advertisement content was carried out, and the results were applied to the creation of advertising content by artificial intelligence tools. The key results of the study enabled to conclude that the ethics of advertisements is similarly recognized both in the cases of real and AI-created advertisements, and the most important criteria are associated with the reliability of information, keywords, and visual image. |
| Published |
Klaipėda : Klaipėdos valstybinė kolegija |
| Type |
Conference paper |
| Language |
Lithuanian |
| Publication date |
2024 |
| CC license |
|
