Customer Perception of AI-Generated Content and Its Impact on Brand Trust: An Empirical Study in the Egyptian Market Using Structural Equation Modeling | ||
| International Journal of Artificial Intelligence and Emerging Technology | ||
| Volume 8, Issue 1, July 2025, Pages 1-16 PDF (693.38 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijaiet.2025.405670.1016 | ||
| Author | ||
| Nada Eman* | ||
| Assistant professor at the Arab academy for science and technology and maritime transport. Marketing and international business department | ||
| Abstract | ||
| As brands increasingly adopt generative AI technologies for content creation, understanding consumer responses to AI-generated content (AIGC) becomes essential. This study explores how Egyptian consumers perceive AIGC and how these perceptions influence brand trust, with content credibility and personalization as mediating factors. Grounded in Source Credibility Theory, the Elaboration Likelihood Model, and cultural trust frameworks, the research examines the roles of perceived authenticity, informativeness, and personalization in shaping brand evaluations. Data were collected from 420 Egyptian social media users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that authenticity and informativeness positively influence content credibility, while personalization has a direct impact on both credibility and brand trust. These findings provide theoretical contributions to digital marketing literature in emerging markets and offer practical insights for brands aiming to balance AI efficiency with human-like communication. The study highlights how culturally grounded strategies can enhance consumer trust in AI-mediated brand interactions. | ||
| Keywords | ||
| AI-generated content; content credibility; consumer perception; generative AI | ||
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