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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi SEIKO : Journal of Management & Business Golden Ratio of Human Resource Management Center of Economic Students Journal (CSEJ)
Basalamah, Muhammad Syafii A.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Minds: Manajemen Ide dan Inspirasi

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Streamlining Content Marketing: Antecedents of Productivity in the Age of AI Expansion Basalamah, Muhammad Syafii A.; Regina, Regina; Laekkeng, Mursalim; Hasan, Said
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 1 (2025): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i1.56310

Abstract

The expansion of AI directly affects productivity levels, particularly for content creators, as it alters many aspects of work. This study investigates the impact of AI utilization and content quality on marketing team productivity. A purposive sampling technique employed in this quantitative research distributed an online questionnaire to 200 respondents (content marketing creators). The data is analyzed using structural equation modelling (SEM) with SMART-PLS 4. AI improves content quality and marketing team productivity, whereas content quality boosts productivity. However, AI directly affects team performance. AI is essential for content marketing quality and efficiency. The data used in this study were exclusively derived from questionnaires, which may be subject to limitations due to the subjectivity of respondents or bias in their responses. However, this study can be a foundation for companies and content creators to improve audience personalization and enhance productivity through AI.
Co-Authors Amiruddin As’ad, Ajmal Ervina Safitri Laekkeng, Mursalim Mustikarani, Dwi Indah Ramly, Mansyur Regina Regina Said Hasan Selong, Abbas