Can Machines Be Authentic? A Study of Consumer Evaluations of AI-generated Advertising
경영학연구 | 한국경영학회 | 34 pages| 2026.01.07| 파일형태 :
조회 16 다운로드 0
자료요약
This study explores consumer evaluations of AI-generated advertising, with a specific focus on perceived authenticity. Among the diverse typologies of AI advertising, particular attention is given to machine-dominant content, where AI independently generates the majority of creative elements with minimal human intervention. To highlight the distinct authenticity challenges of this approach, we compare it with human-driven AI advertisements. Using Topic Modeling based on Latent Dirichlet Allocation (LDA) and sentiment analysis, the study examines how consumer responses vary with perceived authenticity and identifies the key dimensions that shape authenticity perceptions. Findings reveal that consumer reactions are deeply rooted in concerns about authenticity, encompassing dimensions such as perceived effort and brand motives. Theoretically, this research extends authenticity scholarship into the domain of machine-generated content. From a managerial perspective, the results offer practical insights for marketers aiming to integrate AI technologies while preserving emotional resonance and trust in brand communications.
목차
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Method
Ⅳ. Results
Ⅴ. Discussion
#AI#AI-generated Advertising#Authenticity#Topic Modeling#Sentiment Analysis
저작권 안내 및 사용범위와 규정
  • 위 정보 및 게시물 내용의 불법적 이용, 무단 전재, 배포는 법적으로 "금지되어" 있습니다.
  • 저작권 침해, 명예훼손 등 분쟁요소 발견시 하단의 “고객센터”를 이용해주세요.
  • 기타는 저작물의 등록자가 정하는 사용 범위와 규정에 준합니다.
  • 위 자료는 가 저작권을 관리하고 있습니다.
자료 제공처