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Publicação
From Hype to Reality: The Impact of AI-Generated Content Disclosure in Advertising
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.15 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study explores the effects of the disclosure of AI-generated content of celebrity endorsed
advertisements on consumer attitudes and behaviors. Specifically, it examines how disclosure
impacts the perceived endorser trust (ET) and endorser expertise (EE), as well as the
consumers’ attitude towards the advertisement (ATA), attitude towards the brand (ATB) and
purchase intentions (PI), with a focus on the moderating role of endorser-product congruence
(EPC). Using structural equation modeling approach, the study finds that disclosure
significantly reduces perceived ET but does not directly affect perceived EE, ATA, ATB, or PI.
The negative impact on PI is fully mediated through decreased trust and subsequent ATA and
ATB. While the interaction effects of EPC and disclosure were not significant, Multi-Group
Analysis revealed differences between high and low congruence groups. These findings
highlight the critical role of trust in AI-generated content disclosure. The study underscores
the need for careful management of AI-generated content in advertising to maintain
consumer trust and offers directions for future research to further explore these dynamics in
other contexts.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Advertising Disclosure Generative Artificial Intelligence Synthetic Content SDG 8 - Decent work and economic growth