Shayto, Mohamad (2024) Exploring How AI Disclosure in Blog Posts Affects the Perceptions of Brand Warmth and Competence. Masters thesis, Concordia University.
Preview |
Text (application/pdf)
1MBShayto_MSc_F2024.pdf - Accepted Version Available under License Spectrum Terms of Access. |
Abstract
Marketers increasingly employ generative AI technologies in content creation. However, whether and how disclosing AI authorship may affect consumers’ brand perceptions remains underexplored. This thesis investigates the impact of disclosing whether marketing content was AI-generated or human-written, specifically on consumer perceptions of the brand’s warmth and competence. In general, I hypothesize that brand perceptions will be more negative when content (e.g., a blog post) is disclosed to be authored by AI compared to by a human. However, I theorize the effect may depend on whether the content is informational or narrative in nature, such that the negative impact of AI disclosure is expected to be greater for narrative content than informational content. These hypotheses were examined across two experiments. The results of Study 1 revealed that human-written content was perceived as warmer and more competent, enhancing brand credibility, brand attitude, and purchase intentions. Content type did not moderate these effects. Study 2 replicated the effect of disclosure on warmth, and additionally found that content type moderated this effect (although the moderation did not operate as expected). No significant effects on competence emerged in this study. Theoretical and managerial contributions are discussed, especially regarding the strategic use of human authorship in content marketing.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Shayto, Mohamad |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 21 August 2024 |
| Thesis Supervisor(s): | He, Sharlene |
| ID Code: | 994488 |
| Deposited By: | Mohamad Shayto |
| Deposited On: | 24 Oct 2024 18:15 |
| Last Modified: | 24 Oct 2024 18:15 |
References:
Allioui, H., & Mourdi, Y. (2023). Unleashing the potential of AI: Investigating cutting-edge technologies that are transforming businesses. International Journal of Computer Engineering and Data Science (IJCEDS), 3(2), 1-12.Burton, J. W., Stein, M. K., & Jensen, T. B. (2020). A systematic review of algorithm aversion in augmented decision making. Journal of Behavioral Decision Making, 33(2), 220-239.
Brüns, J. D., & Meißner, M. (2024). Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity. Journal of Retailing and Consumer Services, 79, 103790.
Castelo, N., Bos, M. W., & Lehmann, D. R. (2019). Task-dependent algorithm aversion. Journal of Marketing Research, 56(5), 809-825.
Chu, H., & Liu, S. (2023). Can AI tell good stories? Narrative transportation and persuasion with ChatGPT.
Dietvorst, B. J., Simmons, J. P., & Massey, C. (2015). Algorithm aversion: People erroneously avoid algorithms after seeing them err. Journal of Experimental Psychology: General, 144(1), 114.
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180.
Fisher, W. R. (1984). Narration as a human communication paradigm: The case of public moral argument. Communication Monographs, 51(1), 1-22.
Fiske, S. T., Cuddy, A. J., & Glick, P. (2007). Universal dimensions of social cognition: Warmth and competence. Trends in Cognitive Sciences, 11(2), 77-83.
George, A. S., & George, A. H. (2023). A review of ChatGPT AI's impact on several business sectors. Partners Universal International Innovation Journal, 1(1), 9-23.
Glikson, E., & Woolley, A. W. (2020). Human trust in artificial intelligence: Review of empirical research. Academy of Management Annals, 14(2), 627-660.
Gonçalves, A. R., Pinto, D. C., Rita, P., & Pires, T. (2023). Artificial intelligence and its ethical implications for marketing. Emerging Science Journal, 7(2), 313-327.
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701.
Kervyn, N., Fiske, S. T., & Malone, C. (2022). Social perception of brands: Warmth and competence define images of both brands and social groups. Consumer Psychology Review, 5(1), 51-68.
Kim, J., Giroux, M., & Lee, J. C. (2021). When do you trust AI? The effect of number presentation detail on consumer trust and acceptance of AI recommendations. Psychology & Marketing, 38(7), 1140-1155.
Kose, U., & Sert, S. (2016). Intelligent content marketing with artificial intelligence. In International Conference of Scientific Cooperation for Future (No. 837-43).
Logg, J. M., Minson, J. A., & Moore, D. A. (2019). Algorithm appreciation: People prefer algorithmic to human judgment. Organizational Behavior and Human Decision Processes, 151, 90-103.
Madhaven, P., & Wiegmann, D. A. (2007). Effects of information source, pedigree, and reliability on operator interaction with decision support systems. Human Factors, 49(5), 773-785.
Palumbo, S., & Edelman, D. (2023). What smart companies know about integrating AI. Harvard Business Review, 101(7-8), 116-125.
Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, 34(7), 1410-1419.
Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116-123.
Roggeveen, A. L., & Sethuraman, R. (2020). Customer-interfacing retail technologies in 2020 & beyond: An integrative framework and research directions. Journal of Retailing, 96(3), 299-309.
Salvagno, M., Taccone, F. S., & Gerli, A. G. (2023). Can artificial intelligence help for scientific writing?. Critical Care, 27(1), 75.
Van Esch, P., & Stewart Black, J. (2021). Artificial intelligence (AI): Revolutionizing digital marketing. Australasian Marketing Journal, 29(3), 199-203.
Wang, K., Wang, E. T. G., & Farn, C. K. (2009). Influence of web advertising strategies, consumer goal-directedness, and consumer involvement on web advertising effectiveness. International Journal of Electronic Commerce, 13(4), 67-96.
Repository Staff Only: item control page
Download Statistics
Download Statistics