A Netnographic Analysis of ChatGPT Usage in Technology Forums in The Context of Society 5.0

This study investigates the societal impacts and user perceptions of generative AI technology in the context of Society 5.0, with a specific focus on ChatGPT, using a netnographic approach. Society 5.0 offers a vision that aims to integrate technology into all aspects of society in a human-centric manner. In this context, by analyzing discussions on two prominent Turkish technology forums, Technopat and Donanımhaber, the research aims to understand how ChatGPT is perceived in society, users’ experiences with the tool, and its ethical implications. The data collection involved observing user-generated content on these platforms, followed by a netnographic analysis to identify key insights. The findings indicate that ChatGPT is widely utilized in fields such as education, work, professional tasks, and entertainment, thereby contributing to the technology-driven, human-centric lifestyle goals envisioned by Society 5.0. However, users also expressed notable concerns about issues such as data security, privacy, and ethical considerations, underlining the dual nature of its societal impact. This study contributes to the understanding of how generative AI tools like ChatGPT are shaping user behaviors and societal norms. Moreover, it provides valuable recommendations to marketing practitioners and academics on the ethical integration of such technologies into business practices and the marketing discipline in alignment with the vision of Society 5.0.