Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity
Authors: JD Brüns, M Meißner
Published: 2024
Publication: Journal of Retailing and Consumer Services, 2024 - Elsevier
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.
Limitations: Findings may not generalize across all industries or cultural contexts; experimental studies are inherently limited in external ecological validity.
Institution: Copenhagen Business School, University of Southern Denmark
Research Area: Generative AI in Social Media Marketing, Brand Authenticity, Consumer Services
Discipline: Marketing
Citations: 235
DOI: https://doi.org/10.1016/j.jretconser.2024.103790