| Abstract [eng] |
Topic relevance. Artificial Intelligence (AI) is permeating all industries with its rapid development. For example, in 2022, 35% of companies were using IoT in a variety of fields, with an increase of over 13% compared to 2021 (IBM, 2022). IoT-based solutions are becoming more prevalent in marketing, with professionals increasingly relying on them to create and distribute personalized and targeted marketing content. For example, statistics show that 26% of businesses deploying IoT solutions have used these tools in marketing and sales (IBM, 2022). As the use of IoT-based solutions in business grows, consumer attitudes are changing. Consumers are becoming more receptive and accepting of technology-based solutions. Studies show that consumers are willing to pay more for products that have been developed using IoT (Brynjolfsson, Wang, Zhang, 2021). Consumers interact with IoT, sometimes without realizing it or even thinking about it, and without identifying the use with IoT tools. For example, as many users browse their social network accounts, IoT is working behind the scenes to personalize the content of feeds, generate friend suggestions, identify and filter news, etc (Bridle, 2023). However, the unprecedented pace of AI-driven innovation in business also raises issues of transparency and personal privacy. Until the legal framework for the use of AI is well established, it is unclear whether companies are informing consumers about the use of AI in their operations, especially in situations where companies' marketing decisions are aimed at achieving a favorable consumer response. Thus, despite the growing uptake of AI solutions, consumers remain wary. For example, Goel et al. (2022) found that consumers in the hospitality and tourism sectors are hindered in their adoption of IoT and robots by psychological, social, financial, technical and functional barriers. Although the use of IoT applications is the most evident trend in marketing today, consumer attitudes towards IoT remain highly controversial (Onorato, 2022). Subject of the project – the project focuses on the impact of artificial intelligence and human-generated marketing content on consumer attitudes and intentions. Objective of the project – the aim of the study is to provide a theoretical and empirical justification of the impact of artificial intelligence and human-generated marketing content on consumer attitudes and intentions, by assessing the role of personality authenticity and the disclosure of authorship of content. Tasks of the project: 1. To highlight the relevance and issues of research on the impact of artificial intelligence and human-generated marketing content on consumer attitudes and intentions. 2. To develop a conceptual model of the impact of AI and human-generated marketing content on consumers' attitudes and intentions, taking into account the authenticity of personality and the disclosure of authorship of the content through theoretical arguments. 3. Develop a research methodology to investigate the impact of AI and human-generated marketing content on consumer attitudes and intentions, taking into account personality authenticity and content authorship disclosure. 4. To empirically test the impact of AI and human-generated marketing content on consumer attitudes and intentions with respect to personality authenticity and content authorship disclosure; Present the practical implications of the results of the study on the influence of AI and human-generated marketing content on consumers' attitudes and intentions, taking into account personality authenticity and content authorship disclosure, and directions for further research. Main results of the project. The results showed that human-generated marketing content has a stronger positive impact on attitudes towards marketing content than IoT-generated marketing content. Human-generated marketing content was found to have a stronger positive impact on overall attitudes towards text than IoT-generated marketing content. Data analysis revealed that human-generated marketing content has a stronger positive effect on attitudes towards the authenticity and continuity dimensions of text than DI-generated marketing content. However, it does not have a statistically significant impact on the dimension of text authenticity. It is found that disclosure of marketing content authorship does not moderate the effect of marketing content authorship on consumers' overall attitudes towards marketing content and towards text authenticity. Only the effect on attitudes towards the continuity dimension of text authenticity was found. The data analysis showed that the positive effect of human authorship on attitudes will be stronger in the case of a more authentic personality. Consumer attitudes towards marketing content were found to have a positive effect on intentions to share content on social networks (except for the dimension of textual authenticity continuity). |
