Brito, Carlota Dias Costa2024-10-282024-10-282024-10-25http://hdl.handle.net/10362/174166Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis 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.engAdvertisingDisclosureGenerative Artificial IntelligenceSynthetic ContentSDG 8 - Decent work and economic growthmaster thesis203778405