In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement

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dc.authoridIbrahim, Blend/0000-0002-2410-765X
dc.contributor.authorAljarah, Ahmad
dc.contributor.authorIbrahim, Blend
dc.contributor.authorLopez, Manuela
dc.date.accessioned2024-10-12T19:42:57Z
dc.date.available2024-10-12T19:42:57Z
dc.date.issued2024
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractPurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.Design/methodology/approachAcross two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.FindingsIn Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.Practical implicationsThis study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.Originality/valueThis paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.en_US
dc.identifier.doi10.1108/INTR-12-2023-1156
dc.identifier.issn1066-2243
dc.identifier.urihttps://doi.org/10.1108/INTR-12-2023-1156
dc.identifier.urihttps://hdl.handle.net/11467/8681
dc.identifier.wosWOS:001321143500001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofInternet Researchen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzWoS_2024en_US
dc.subjectAI-Generated CSR adsen_US
dc.subjectOnline brand engagementen_US
dc.subjectPerceived sincerityen_US
dc.subjectCSR authenticityen_US
dc.subjectBrand familiarityen_US
dc.titleIn AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagementen_US
dc.typeArticleen_US

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