The Impact of AI-Generated Marketing on Consumer Outcomes: Exploring the Role of Social Psychological Distance and Technology Familiarity
Abstract/Description
This research paper delves into in-depth role of emerging AI-generated marketing content by showcasing its ability to influence customer outcomes such as the intention to follow a brand, perceived personalization and perceived commercialization. This research utilizes a quantitative approach, employing a structured questionnaire to gather data. The sample includes individuals who consume AI-generated content on their social media platforms. The findings reveal that AI-generated marketing has a significantly positive impact on customer outcomes. The study aims to contribute to the understanding of AI-generated content and its impact on intention to follow a brand, perceived personalization and perceived commercialization and lay the foundation for future research in this rapidly evolving digital marketplace.
Keywords
AI-Generated Marketing, Intention to Follow a Brand, Familiarity and Comfort with Technology, Social, Psychological Distance, Perceived Personalization, Perceived Commercialization
Track
Marketing
Session Number/Theme
1C: Marketing
Session Chair
Prof. Dr. Muqqadas Rehman ; Dr. Amber Gul Rashid
Start Date/Time
30-5-2024 1:50 PM
End Date/Time
30-5-2024 3:20 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Zulfiqar, N., Khan, S., Nabeel, S., Awais, M., & Zubair, A. (2024). The Impact of AI-Generated Marketing on Consumer Outcomes: Exploring the Role of Social Psychological Distance and Technology Familiarity. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2024/program/12
COinS
The Impact of AI-Generated Marketing on Consumer Outcomes: Exploring the Role of Social Psychological Distance and Technology Familiarity
MCS-5, AMAN-CED Building
This research paper delves into in-depth role of emerging AI-generated marketing content by showcasing its ability to influence customer outcomes such as the intention to follow a brand, perceived personalization and perceived commercialization. This research utilizes a quantitative approach, employing a structured questionnaire to gather data. The sample includes individuals who consume AI-generated content on their social media platforms. The findings reveal that AI-generated marketing has a significantly positive impact on customer outcomes. The study aims to contribute to the understanding of AI-generated content and its impact on intention to follow a brand, perceived personalization and perceived commercialization and lay the foundation for future research in this rapidly evolving digital marketplace.
