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Cited by 278

The DOI matches its Crossref record; 20 of the 20 references it cites were found in a registry or an index.

Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity

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Brüns, Jasper David, Meißner, Martin·2024·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2024.103790
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Abstract

Recent studies have demonstrated the potential of generative artificial intelligence (GenAI) in enhancing marketing content. However, its impact on consumer behavior has remained empirically untested. In response to social media platforms mandating the disclosure of GenAI content, we investigate how followers perceive brands that use GenAI for content creation. Drawing from literature on algorithm aversion and brand authenticity, the results of three experimental studies indicate that brands' GenAI adoption induces negative attitudinal and behavioral follower reactions. These effects are mediated by followers' perceptions of brand authenticity and can be triggered by GenAI disclosure. Negative reactions are attenuated if GenAI is used to assist humans in content creation rather than to replace them through automation. Our findings underscore the need for nuance in brands’ GenAI adoption to unlock economic benefits without compromising on relationships with consumers.

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Metadata

Authors
Brüns, J. D., & Meißner, M.
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2024-07
Volume
79
Pages
103790
ISSN
0969-6989 (ISSN-L)
DOI
10.1016/j.jretconser.2024.103790
OpenAlex
W4392700107
Cited by
278
References
20
FWCI
204.07
Type
journal article
Language
en
Open access
hybrid
Licence

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CoChat. (2026). Citation check: Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity. https://app.cochat.ai/papers/10.1016/j.jretconser.2024.103790
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Brüns, J. D., & Meißner, M. (2024). Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2024.103790

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

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