A Study of the Relationship Between Artificial Intelligence Generated Image Advertising and Consumer Brand Awareness
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Abstract
The rapid development of generative artificial intelligence technology is bringing tremendous changes to the advertising industry. Currently, there is relatively little research on the relationship between AI image advertising and consumer brand awareness. Based on the brand equity theory, this study constructed two theoretical models, "quality to brand awareness" and "acceptance willingness to brand awareness” and conducted experimental research by analyzing data from 419 questionnaires from China online respondents. The experimental data shows that 73.5% of the respondents believed that they had seen AI image advertisements, and 24.3% of the respondents suspected that they had seen AI image advertisements, this indicates that by the end of 2024, AI image ads have been widely exposed on the China Internet and have a high degree of recognizability even without the disclosure of AI labels. The research results show that the three dimensions of the quality of AI image advertisements in this paper, namely informativeness, entertainment, and credibility, all have a significant positive relationship with consumer brand awareness, and credibility has the strongest influence. There is a significant positive relationship between consumer willingness to accept AI image advertising and consumer brand awareness, and the influence is relatively strong. The researchers suggest that relevant practitioners should focus on enhancing the credibility of AI image ads when creating or using them, and on this basis improve the informativeness and entertainment of the ads. Based on the above findings, this paper contributes to the relevant literature on advertising communication, generative AI advertising, consumers, and brand awareness.
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