AI-disclosure and brand modernity: the role of “AI=novelty” lay belief DOI
Qing Xia, Xin He, Siyu Gong

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: May 16, 2025

Purpose With artificial intelligence (AI) increasingly used in packaging design, many companies are choosing to disclose its adoption. This study aims investigate how disclosing the as AI-generated (vs. human-generated) influences consumer perceptions of brand modernity, offering insights for effective communication strategies. It also explores underlying mechanism “AI = novelty” lay belief and moderating role prospect an explanation. Design/methodology/approach Six empirical studies were conducted. Study 1A 1B ( n 304) tested effect design disclosure on perceived modernity. 2 324) a moderation approach examine novelty.” 3 360) investigated 4A 196) examined downstream evaluation. 4B 24,005) adopted Facebook advertisement test real-world setting. Findings Results showed that brands more modern when their vs. human-generated. is driven by theory AI novelty. However, provide opportunity consumers know process, positive modernity will be attenuated. Originality/value research expands literature introducing novel perspective can positively influence consumers’ identifies driving this effect: belief.

Language: Английский

The Authenticity Requirement: Why Using Digital Twins for Achieving Person-Span Extension Goods Can Be Self-Defeating DOI
Davide Battisti

The American Journal of Bioethics, Journal Year: 2025, Volume and Issue: 25(2), P. 120 - 123

Published: Jan. 29, 2025

Language: Английский

Citations

0
Online reviews generated by generative artificial intelligence versus human: A study of perceived differences and user adoption behavior DOI
Xusen Cheng,

Ang Zeng,

Bo Yang

et al.

Electronic Commerce Research and Applications, Journal Year: 2025, Volume and Issue: unknown, P. 101497 - 101497

Published: March 1, 2025

Language: Английский

Citations

0
Generative AI for growth hacking: How startups use generative AI in their growth strategies DOI
Arash Rezazadeh,

Marco Kohns,

René Bohnsack

et al.

Journal of Business Research, Journal Year: 2025, Volume and Issue: 192, P. 115320 - 115320

Published: March 21, 2025

Language: Английский

Citations

0
AI, human or a blend? How the educational content creator influences consumer engagement and brand-related outcomes DOI
Roberta De Cicco, Barbara Francioni, Ilaria Curina

et al.

Journal of Services Marketing, Journal Year: 2025, Volume and Issue: 39(10), P. 52 - 70

Published: April 9, 2025

Purpose This study aims to investigate the impact of educational digital content (EDC) creators on perceived quality, consumer engagement, brand attitude and advocacy intention. Design/methodology/approach The research consists two experimental studies. In Study 1 ( N = 172), participants were exposed either AI-generated or human-generated content, with measured quality engagement. 2 158), authors extended investigation compared effects AI-generated, hybrid-generated EDC Findings demonstrates that while type creator does not significantly affect it influences resulting in lower highlights effectiveness human-AI collaboration, showing engagement is higher for hybrid posts than fully ones, performing par content. Mediation analyses indicate a crucial mediator between outcomes. Originality/value contributes literature marketing Unlike previous studies often isolate AI human creators, this work benefits integrating approach. findings provide practical implications managers seeking optimize strategies valuable

Language: Английский

Citations

0
AI-disclosure and brand modernity: the role of “AI=novelty” lay belief DOI
Qing Xia, Xin He, Siyu Gong

et al.

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: May 16, 2025

Purpose With artificial intelligence (AI) increasingly used in packaging design, many companies are choosing to disclose its adoption. This study aims investigate how disclosing the as AI-generated (vs. human-generated) influences consumer perceptions of brand modernity, offering insights for effective communication strategies. It also explores underlying mechanism “AI = novelty” lay belief and moderating role prospect an explanation. Design/methodology/approach Six empirical studies were conducted. Study 1A 1B ( n 304) tested effect design disclosure on perceived modernity. 2 324) a moderation approach examine novelty.” 3 360) investigated 4A 196) examined downstream evaluation. 4B 24,005) adopted Facebook advertisement test real-world setting. Findings Results showed that brands more modern when their vs. human-generated. is driven by theory AI novelty. However, provide opportunity consumers know process, positive modernity will be attenuated. Originality/value research expands literature introducing novel perspective can positively influence consumers’ identifies driving this effect: belief.

Language: Английский

Citations

0