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

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

Tae Hyun Baek, Jooyoung Park, Hwahyeon Ahn

언어ENG
URLhttps://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)

키워드

AI Disclosure Algorithm Aversion Perceived Ad Honesty Perceived Ad Authenticity AI-human Collaboration

저자

Tae Hyun Baek(Sungkyunkwan University, Republic of Korea)
Jooyoung Park(Peking University HSBC Business School, China)
Hwahyeon Ahn(Sungkyunkwan University, Republic of Korea)

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