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Trust in the Machine: Exploring Customer Perceptions of AI-Generated Brand Content on Social Platforms
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| 1.34 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research’s primary aim is to examine customer perceptions of branded content generated
by AI on social media in comparison to human, focusing on its impact on brand image,
customer loyalty, and purchase intent, while utilising engagement as a primary measure of
content quality and effectiveness. By employing a quantitative method, specifically a survey
conducted in Portugal, the research investigated the first perceptions of AI compared to
human content creation. The focal point of this research is a post created by Nike, a worldwide
recognized sports brand. Findings show that post-engagement significantly affects purchase
intent, regardless of the content's origin. These findings support the hypothesis that greater
engagement enhances the brand’s image, boosts loyalty, and enhances purchase intentions.
Mediation analysis shows that brand image and customer loyalty serve as partial mediators in
this relationship. Theoretically, this study advances our knowledge of how consumer
behaviour tactics and marketing campaigns are impacted by AI adoption. From a managerial
standpoint, our findings offer insightful information to companies thinking about
implementing AI for content production, emphasizing how crucial it is to build a positive brand
reputation with customers and encourage loyalty in order to affect their purchasing decisions.
In conclusion, this study emphasizes how crucial artificial intelligence is becoming to
marketing. It lays the groundwork for further research in the quickly evolving fields of artificial
intelligence and digital marketing.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
AI-generated content Brand image Customer Loyalty Human-Generated Content Purchase Intent SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure