Use Of Chat Generative Pre-Trained Transformer, Workload, And Social Media Management of Selected Private Schools in The City of Biñan, Laguna

Abstract

The role of AI tools like ChatGPT in private school marketing emphasizes their effectiveness in generating engaging content, automating repetitive tasks, and assisting in enrollment marketing by influencing prospective families' school searches (Bernardi 2025). This study explores the adoption of ChatGPT, workload management, and social media strategies (Facebook, TikTok, Instagram) in selected private schools in Biñan, Laguna. It aims to assess the relationship between ChatGPT use, workload, and social media management. Using stratified random sampling, 49 marketing staff from eight private schools participated, with data collected via a validated questionnaire. Findings show a strong adoption of ChatGPT (mean = 3.49), a very high workload (mean = 3.61), and high social media use, especially Facebook (mean = 3.65) and TikTok (mean = 3.30). Significant correlations were found between ChatGPT adoption, workload, and social media management. An action plan was proposed to optimize ChatGPT use, improve workload management, and enhance social media strategies for better efficiency and engagement.