Impact Of Artificial Intelligence-generated Content On Brand Perception Among Nepalese Generation Z
Auteurs : Lama Padam Bahadur . Budhathoki Prem Bahadur . Marasini Shishir .
Résumé
The marketing content exerts tremendous influence on brand perception, shaping the behavioral dimension of clients in the market favorably. Recent evidence demonstrated the prospect of artificial intelligence creating promotional content. However, its investigation linking to brand perception among Generation Z is rare. Therefore, this research attempts to address this research gap and aims to investigate the influence of artificial intelligence-generated content on brand perception among the Nepalese Generation Z. The study adopted a descriptive and explanatory research design. The research employed 148 useful cross-sectional data points collected from Generation Z in Kathmandu, embracing a purposive sampling technique. The predictor variables encompass awareness of artificial intelligence-generated content; perceived authenticity; and trust with transparency, including brand perception as the outcome variable. Moreover, the data were processed in Excel, JASP software, and the ADANCO 2.4.1 version of the software to compute descriptive statistics and the impact of predictors on the outcome variable. The findings of the study reflected a favorable influence of awareness of artificial intelligence-generated content on brand perception but found it insignificant. The perceived authenticity was found to have a positive and significant impact on brand perception. Similarly, trust with transparency revealed a positive and significant impact on brand perception. This depicts that business entities embracing the artificial intelligence-generated content in marketing strategy fosters building a favourable brand perception among Generation Z. Further, the result of this study contributes to the existing theoretical foundation, revealing novel empirical evidence from the Nepalese context, and can be useful for business organisations to customise and adopt compatible marketing and promotional strategies integrating artificial intelligence to gain a competitive advantage with the perpetual survival of business. Additionally, this study establishes a foundation for the academic researcher, which offers a foundation with empirical evidence.
Mots clés
Biblioshiny ; Rural development, ; Rural economy, ; Rural entrepreneurship
