Publicação
AI Applications in Advertising from a Consumer Perspective: Study on the Effect of Brand Attitudes in Programmatic Advertising
| Resumo: | The rapid advancements in artificial intelligence (AI) have been revolutionizing the marketing and advertising landscape by automating key tasks such as media planning, AD design, and consumer targeting, which has led to increased efficiency and effectiveness. However, while AI has optimized many aspects of advertising, its usage in creating emotional content has raised consumer apprehensions and discomfort. The research explored the impact of brand attitudes from a consumer perspective in AI-emotion-created ADS to address these challenges by focusing on programmatic advertising. Through a conceptual model grounded in advertising literature, the findings (n = 166) offered valuable insights for future applications of programmatic advertising. Results indicated that a strong alignment between the brand, the cause, and the advertisement (AD) (cause brand-fit) significantly enhanced consumer attitudes. Brand associations were found to influence consumer attitudes by establishing a favorable connection between the brand promoted in the scenario and the participants. Brand importance significantly influenced purchase intentions by indicating that brands perceived as valuable for consumers were more likely to drive sales even with AI-generated emotional content. |
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| Autores principais: | Silva, Francisco Maria Morgado Roberto da |
| Assunto: | Advertising Artificial Intelligence Brand Attitudes Brand Variables Programmatic Advertising SDG 8 - Decent work and economic growth |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The rapid advancements in artificial intelligence (AI) have been revolutionizing the marketing and advertising landscape by automating key tasks such as media planning, AD design, and consumer targeting, which has led to increased efficiency and effectiveness. However, while AI has optimized many aspects of advertising, its usage in creating emotional content has raised consumer apprehensions and discomfort. The research explored the impact of brand attitudes from a consumer perspective in AI-emotion-created ADS to address these challenges by focusing on programmatic advertising. Through a conceptual model grounded in advertising literature, the findings (n = 166) offered valuable insights for future applications of programmatic advertising. Results indicated that a strong alignment between the brand, the cause, and the advertisement (AD) (cause brand-fit) significantly enhanced consumer attitudes. Brand associations were found to influence consumer attitudes by establishing a favorable connection between the brand promoted in the scenario and the participants. Brand importance significantly influenced purchase intentions by indicating that brands perceived as valuable for consumers were more likely to drive sales even with AI-generated emotional content. |
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