Generative Ai In Social Media Marketing Papers

Discover 1 peer-reviewed study in Generative Ai In Social Media Marketing (2024). Explore research findings powered by Prolific's diverse participant panel.

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Papers (1 of 1)

Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity

Authors: JD Brüns, M Meißner

Year: 2024

Published in: Journal of Retailing and Consumer Services, 2024 - Elsevier

Institution: Copenhagen Business School, University of Southern Denmark

Research Area: Generative AI in Social Media Marketing, Brand Authenticity, Consumer Services

Discipline: Marketing

Using generative artificial intelligence (GenAI) for social media content creation diminishes perceived brand authenticity, leading to negative follower reactions unless GenAI is used to assist humans rather than replace them.

Methods: Three experimental studies investigating consumer perceptions and reactions toward brand disclosure of GenAI usage in content creation.

Key Findings: Followers' attitudinal and behavioral reactions, mediated by perceptions of brand authenticity.

DOI: https://doi.org/10.1016/j.jretconser.2024.103790

Citations: 235