Thi-Hao Tran

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The Influence of Ai-Generated vs. Human-Generated Advertising on Purchase Intention: A Study of Vietnamese Consumers

Number of pages: 110 Posted: 11 Dec 2024
Lan-Anh Thi Nguyen, Tien-Phuong Nguyen, Minh Duc Vu, Tuan-Hung Nguyen, Thao-Vy Thi Tran and Thi-Hao Tran
FPT University - Faculty of Business, affiliation not provided to SSRN, affiliation not provided to SSRN, affiliation not provided to SSRN, affiliation not provided to SSRN and affiliation not provided to SSRN
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Abstract:

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AIGCHuman-generated content AI AdvertisingAdvertising effectiveness Purchase IntentionPLS-SEMMultigroup Analysis