Xiao-Wei Cong

AIGC Advertising Content and Consumer Responses in Social Media Communication: The Mediating Roles of Perceived Authenticity and Consumer Trust

Purpose: This study examines how consumers' evaluations of artificial intelligence-generated content (AIGC) advertising quality in social media are associated with consumer responses through perceived authenticity and consumer trust. The Persuasion Knowledge Model (PKM) explains how consumers interpret AI-related produ...