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Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns

Year: 2024

Type: article

Abstract: This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.

Source: Agregat Jurnal Ekonomi dan Bisnis

DOI: 10.22236/agregat_vol7.i2/12491

Authors: Deni Adha Akbari, Ujang Sumarwan, Nur Hasanah, Rizki Edmi Edison

Institutions: Universitas Muhammadiyah Prof Dr Hamka, IPB University, Universiti Brunei Darussalam, Universitas Prima Indonesia, National Research and Innovation Agency

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4402359536

FWCI:

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