KOREASCHOLAR

AI GENERATED ADVERTISING: THE INFLUENCE OF DISCLOSURE AND EMOTION APPEALS ON CONSUMER BEHAVIORS

Duo Du, Jiao Ge, Zhuoqiong Chen, Xiaoning Liang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422683
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.627
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Following a series of major breakthroughs in artificial intelligence (AI) technology, it is believed that the use of AI technology can fundamentally subvert many industries and business fields, one of which is marketing. For instance, AI is likely to become a key driver of how advertising and marketing activities are conducted (Qin and Jiang, 2019) and thus dramatically change marketing strategies and customer behaviors (Davenport et al., 2020).

Keyword
AI Generated advertisingDisclosureEmotion appeals
Author
  • Duo Du(Harbin Institute of Technology (Shenzhen), China)
  • Jiao Ge(Harbin Institute of Technology (Shenzhen), China)
  • Zhuoqiong Chen(Harbin Institute of Technology (Shenzhen), China)
  • Xiaoning Liang(the University of Dublin, Ireland)