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AI vs. Human: A Comparative Study of...

Mielczarek, Natalie Maria.

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AI vs. Human: A Comparative Study of Visual and Textual Advertising Effects on Purchase Intention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	AI vs. Human: A Comparative Study of Visual and Textual Advertising Effects on Purchase Intention./
Author:	Mielczarek, Natalie Maria.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	90 p.
Notes:	Source: Masters Abstracts International, Volume: 85-09.
Contained By:	Masters Abstracts International85-09.
Subject:	Celebrities. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30860156
ISBN:	9798381910155

AI vs. Human: A Comparative Study of Visual and Textual Advertising Effects on Purchase Intention.
Mielczarek, Natalie Maria.

AI vs. Human: A Comparative Study of Visual and Textual Advertising Effects on Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 90 p.

Source: Masters Abstracts International, Volume: 85-09.

Thesis (M.S.)--Universidade Catolica Portuguesa (Portugal), 2023.

Artificial intelligence (AI) is increasingly becoming an important part of our lives, and its recent technological advancements show no signs of deceleration. Nonetheless, as AI continues to develop at a rapid pace, it is becoming imperative to research and classify its potential impacts. This research examines the ability of AI to create effective advertisements in comparison to those created by humans within the smartphone industry. It further aims to analyze possible dissimilarities in the effect of advertisements created by AI and humans on purchase intention and brand preference under the consideration of distinct content forms within the hierarchyof effects framework.After quantitively choosing brands as well as developing and validating the created stimuli in a focus group and interviews, the main experimental survey with eight distinct stimuli groups yielded supporting results. The findings of the research show that AIgenerated advertisements can indeed be compared to humancreated advertisements in their effect on purchase intention and brand preference. Moreover, all forms of content output created by AI show no significant difference in their effectiveness compared to humancreated advertisements. Ultimately, the study suggests that AI might even be able to develop more effective advertisements than humans as technology continues to accelerate.Overall, this research provides important insights into the applicability of AI in everyday work life within the marketing industry, which can help marketers realize how AI impacts the purchase intentions of consumers and how it can be employed to mitigate possible difficulties within the traditional creative process.

ISBN: 9798381910155Subjects--Topical Terms:

548634
Celebrities.

AI vs. Human: A Comparative Study of Visual and Textual Advertising Effects on Purchase Intention.
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500 $a Advisor: Romeiro, Paulo.
502 $a Thesis (M.S.)--Universidade Catolica Portuguesa (Portugal), 2023.
520 $a Artificial intelligence (AI) is increasingly becoming an important part of our lives, and its recent technological advancements show no signs of deceleration. Nonetheless, as AI continues to develop at a rapid pace, it is becoming imperative to research and classify its potential impacts. This research examines the ability of AI to create effective advertisements in comparison to those created by humans within the smartphone industry. It further aims to analyze possible dissimilarities in the effect of advertisements created by AI and humans on purchase intention and brand preference under the consideration of distinct content forms within the hierarchyof effects framework.After quantitively choosing brands as well as developing and validating the created stimuli in a focus group and interviews, the main experimental survey with eight distinct stimuli groups yielded supporting results. The findings of the research show that AIgenerated advertisements can indeed be compared to humancreated advertisements in their effect on purchase intention and brand preference. Moreover, all forms of content output created by AI show no significant difference in their effectiveness compared to humancreated advertisements. Ultimately, the study suggests that AI might even be able to develop more effective advertisements than humans as technology continues to accelerate.Overall, this research provides important insights into the applicability of AI in everyday work life within the marketing industry, which can help marketers realize how AI impacts the purchase intentions of consumers and how it can be employed to mitigate possible difficulties within the traditional creative process.
520 $a A inteligencia artificial (IA) esta a tornarse cada vez mais presente nas nossas vidas, e os recentes avancos tecnologicos nao mostram sinais de desaceleracao. No entanto, a medida que a IA continua a desenvolverse a um ritmo acelerado, tornase imperativo investigar e classificar os seus potenciais impactos.Esta investigacao examina a capacidade da IA para criar anuncios eficazes em comparacao com os criados por humanos na industria dos smartphones. Alem disso, tem como objetivo analisar possiveis diferencas entre os anuncios produzidos por IA e humanos em relacao a intencao de compra e preferencia de marca, considerando diferentes tipos de conteudo dentro da hierarquia de efeitos.Apos selecionar marcas quantitativamente e desenvolver estimulos validados em grupos focais e entrevistas, foi conduzida a pesquisa experimental principal com oito grupos de estimulos distintos. As conclusoes da investigacao mostram que os anuncios gerados por IA podem ser comparados aos anuncios criados por humanos em termos de impacto na intencao de compra e preferencia de marca. Alem disso, todas as formas de conteudo produzidas por IA apresentam eficacia semelhante aos anuncios humanos. Finalmente, o estudo sugere que a IA pode ate ser capaz de desenvolver anuncios mais eficazes do que os humanos, a medida que a tecnologia avanca.No geral, esta investigacao fornece informacoes importantes sobre a aplicabilidade da IA no quotidiano da industria do marketing, auxiliando os profissionais a compreender o impacto da IA nas intencoes de compra dos consumidores e a forma como pode ser utilizada superar desafios no processo de criacao tradicional.
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