AI-Generated Content and Customer Engagement in Advertising: The Moderating Role of Customers' Attributes
Keywords:
AI-generated Content; Customer Engagement; Advertising; Moderating Role; Customers' AttributesAbstract
Many businesses are using AI-generated contents in different aspects of their work. However, the impact of these contents on business success is still a vague issue. This research investigates the impact of AI-generated content on customer engagement in advertising focusing on moderating variables. The study aims to explore the relationship between AI-generated content and customer engagement, emphasizing the importance of investigating this correlation for enhancing marketing effectiveness. Leveraging prior work on AI technology and customer engagement, the study adopts a qualitative approach to develop a conceptual model. The results highlight the pivotal role of AI-generated content in shaping customer engagement, particularly in advertising contexts. The study identifies product type, customers' age, customers' value, and customer innovativeness as crucial moderating variables influencing the link between AI-generated content and customer engagement. By empirically examining these moderating variables, businesses can tailor AI-generated content effectively to different customer segments, thereby enhancing customer engagement and marketing outcomes in the advertising landscape. The study contributes valuable insights to academia and practitioners by shedding light on the unique interplay between AI-generated content and customer engagement in advertising.
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