KOREASCHOLAR

DIVERGENT OR RELEVANT? HOW CREATIVE ADVERTISING INFLUENCES THE PERSUASIVE EFFECT OF AI-GENERATED ADS

Qi Yao, Han Zhang, Wenkai Zhou
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442565
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.438
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Generative Artificial IntelligenceCreative Ad TypesDivergentRelevantPerceived CredibilityAI Literacy
Author
  • Qi Yao(Chongqing Jiaotong University, China)
  • Han Zhang(Chongqing Jiaotong University, China)
  • Wenkai Zhou(Crummer Graduate School of Business at Rollins College, United States)