KOREASCHOLAR

IS AI YOUR COLLABORATOR OR COMPETITOR? HOW PERCEIVED AI ROLE SHAPES CONSUMER RESPONSE TO AI-GENERATED ADVERTISING

Tae Hyun Baek, Jooyoung Park, Hwahyeon Ahn
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442567
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.440
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
AI DisclosureAlgorithm AversionPerceived Ad HonestyPerceived Ad AuthenticityAI-human Collaboration
Author
  • Tae Hyun Baek(Sungkyunkwan University, Republic of Korea)
  • Jooyoung Park(Peking University HSBC Business School, China)
  • Hwahyeon Ahn(Sungkyunkwan University, Republic of Korea)