زینب دهنوی

ChatGPT is an AI model designed for conversational purposes. This field has gained significant popularity in digital marketing, providing organizations with a vital tool for interacting with customers and enhancing their marketing efforts. The primary objective of this research is to examine the impact of ChatGPT on customer experience in digital marketing. Additionally,this study aims to investigate the moderating effects of business type, familiarity and comfort with technology on customer experience. Furthermore, the research explores the moderating roles of gender, age, and education level. Data for this study was collected electronically from 394 customers who interacted with ChatGPT in digital marketing using an open-access questionnaire. The results confirm the importance of the moderating role of familiarity and comfort with technology, business type, age, and education level in the relationship between customer experience with ChatGPT andOverall Satisfaction (OS)with digital marketing, while gender has no significant impact. The findings of this paper contribute to the existing literature on the use of conversational AI models in digital marketing and customer experience, providing insights and recommendations for future research