Comparative Analysis of Organic and Artificial Intelligence Induced Promoted

Abstract

This study conducted a comparative analysis of organic and AI-generated contents on Summit University’s Facebook page. The objectives of the study were to (i) determine the overall quantity of organic and Artificial Intelligence induced promoted contents on Summit University’s Facebook page (ii) identify the types of organic contents and Artificial Intelligence induced promoted contents on Summit University’s Facebook page (iii) compare the level of engagements on organic and Artificial Intelligence (AI) induced promoted contents on Summit University’s Facebook page. The study employed content analysis, utilizing coding sheets to collect data, which was then analyzed using statistical methods to determine frequency and percentages. The findings revealed that a total of 49 posts were published between November 2023 and April 2024. The study identified the various types of posts, which are photos, videos, carousels, canvas, and text posts, and examined their performance metrics, such as reach, engagement, click-through rates, conversions, cost per click, return on investment, audience demographics, brand sentiment, and post-performance comparisons. Based on these findings, the study recommends that Summit University diversify and enhance the quality of its organic contents and leverage AI-induced promoted contents to reach a broader audience, optimize engagement, and improve its social media visibility.