Rodrigues, Jorge Manuel CarrolaVeltman, Marta Baptista2025-11-112025-11-112025-10-29http://hdl.handle.net/10362/190498Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engAI-generated contentBrand imageCustomer LoyaltyHuman-Generated ContentPurchase IntentSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis204072190