Can generative artificial intelligence help or hinder sustainable marketing? DOI Creative Commons
Breda McCarthy

Journal of Resilient Economies (ISSN 2653-1917), Год журнала: 2024, Номер 4(2)

Опубликована: Дек. 30, 2024

The consumption and production of household goods services is a significant contributor to climate change, which has led the rise more sustainable brands. aim this paper offer an analysis advantages, practical applications, limitations ethical risks GenAI within realm marketing. contributes literature since there scarcity scholarly research that explores what could mean for findings show double-edged sword: it potential foster creativity, support brand activism, increase public ‘green’ policies, improve efficiencies, however ‘ethics-washing’ harm Many countries have developed voluntary principles frameworks ensure AI practiced in safe responsible manner. A comprehensive classification these provided. Five key are summarised such as benefiting society, avoiding harm, autonomy, justice, explainability. concludes with recommendations bridging gap between practices context marketing, including selective disclosure, design inclusive chatbots, use visualizations achieve sustainability goals, third party certification schemes, training education. Recommendations future outlined.

Язык: Английский

Bridging awareness and resistance: Using algorithmic knowledge against controversial content DOI Creative Commons
Dragoş M. Obreja

Big Data & Society, Год журнала: 2024, Номер 11(4)

Опубликована: Ноя. 10, 2024

Political and moral/religious contents are increasingly popular on TikTok, the concerns associated with them create premises for a re-exploration of user–machine agency negotiation. Using algorithmic awareness as process, this research examines relationship between users’ TikTok algorithm main content that conveys political or tenets. A survey 329 Romanian students showed greater influences positive attitudes toward algorithms, but significantly stronger effects observed two mediators related to perceived contentious. Foucauldian insights productive resistance, I argue in-depth knowledge about functionality algorithms empower users identify subvert different forms power, algorithmically mediated through religious content. When perceive they have enhanced over what watch feel can control potential consequently adopt overall platform. Foucault discusses pastoral power subtle form designed empty individuals their deepest secrets. Similarly, such is mediated, given digital machines enhance in often nontransparent ways. Therefore, regarding functionalities allow combat various mutations specific while encouraging more general.

Язык: Английский

Процитировано

1

Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable Products DOI Open Access
Xu Yan, Huam Hon Tat, SADE ABU BAKAR

и другие.

Sustainability, Год журнала: 2024, Номер 16(22), С. 9896 - 9896

Опубликована: Ноя. 13, 2024

With the rising trend toward sustainable consumption and pivotal role of social media in buying behavior, brands are keen to promote products through these platforms. Virtual influencers (VIs) have emerged as lower-cost scandal-resistant alternatives human (HIs). However, their artificial nature may evoke credibility concerns, potentially undermining marketing effectiveness. Currently, it is unclear whether humans or virtual achieve better endorsement outcomes for products. This study explores effectiveness VIs HIs endorsing conditions under which outperform HIs. Through two studies (N = 1097), we investigate impact influencer type, advertising appeals, product involvement on consumer purchase intentions brand attitudes. Our findings reveal that, low-involvement scenarios with emotional more effective, while high-involvement featuring rational exhibit superior These results suggest that choice type should be tailored level appeal, providing guidance enhance green strategies.

Язык: Английский

Процитировано

0

Can generative artificial intelligence help or hinder sustainable marketing? DOI Creative Commons
Breda McCarthy

Journal of Resilient Economies (ISSN 2653-1917), Год журнала: 2024, Номер 4(2)

Опубликована: Дек. 30, 2024

The consumption and production of household goods services is a significant contributor to climate change, which has led the rise more sustainable brands. aim this paper offer an analysis advantages, practical applications, limitations ethical risks GenAI within realm marketing. contributes literature since there scarcity scholarly research that explores what could mean for findings show double-edged sword: it potential foster creativity, support brand activism, increase public ‘green’ policies, improve efficiencies, however ‘ethics-washing’ harm Many countries have developed voluntary principles frameworks ensure AI practiced in safe responsible manner. A comprehensive classification these provided. Five key are summarised such as benefiting society, avoiding harm, autonomy, justice, explainability. concludes with recommendations bridging gap between practices context marketing, including selective disclosure, design inclusive chatbots, use visualizations achieve sustainability goals, third party certification schemes, training education. Recommendations future outlined.

Язык: Английский

Процитировано

0