Bui, Hien ORCID: https://orcid.org/0000-0002-3146-7098 (2025) Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions. Journal of Research in Interactive Marketing.

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Abstract

Purpose
The integration of artificial intelligence (AI) into advertising has revolutionized how brands create and deliver marketing messages. The involvement of AI in ad creation introduces a critical question: if the AI origin of an advertisement is disclosed, how this transparency affects advertising value and purchase intentions. Grounded on the Persuasion Knowledge Model, this study investigates the effect of AI disclosure on these two key outcomes.

Design/methodology/approach
ChatGPT and Stable Diffusion were employed to generate stimuli. 358 consumers recruited via Prolific were exposed to the stimuli. The data were analyzed using a combination of Hayes’ Process models, MANCOVA and ANCOVA.

Findings
The results reveal that AI disclosure diminishes advertising value and purchase intentions. The relationships are negatively mediated by advertising credibility and positively moderated by consumer attitudes towards AI.

Originality/value
Theoretically, the research contributes to a more comprehensive picture of AI-generated advertising evaluation. Practically, the research offers actionable insights for businesses seeking to balance the advantages of AI with human psychology, ultimately optimizing advertising effectiveness in an increasingly AI-driven marketplace.

Item Type:	Article
Additional Information:	'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.'
Status:	Published
DOI:	10.1108/JRIM-02-2025-0066
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/12761

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