Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Communication Studies and Society
Mohammad Nawab Turan
Muğla Sıtkı KoçmanUniversity, Turkey
Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Consumer Trust in AI-Generated Advertisements. A Comparative Study of AI and Human-Created Advertising Content Musawer Hakimi; Nazar Mohammad Parsa; Mohammad Nawab Turan
COMMUSTY Journal of Communication Studies and Society Vol. 5 No. 1 (2026)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/commusty.v5i1.7734

Abstract

The rise of generative artificial intelligence in advertising has created pressing questions about whether consumers can or will trust content they know a machine has crafted. This study examined how 412 adult consumers evaluated AI-generated versus human-created advertisements across six product sectors, investigating the mechanisms of perceived authenticity, cognitive engagement, and emotional response as mediators, and AI literacy as a boundary condition. Using a mixed experimental-survey design followed by structural equation modelling, mediation analysis, and cluster analysis, results showed that AI-generated advertisements received significantly lower trust ratings (d = 0.89), yet this gap narrowed substantially among participants with higher AI literacy. Perceived authenticity emerged as the strongest mediator, accounting for 31.2% of the indirect effect. Importantly, trust in AI advertising increased with repeated exposure, suggesting that familiarity attenuates initial scepticism. These findings yield actionable implications for practitioners and advance theoretical understanding of technology-mediated persuasion.
Co-Authors Musawer Hakimi Nazar Mohammad Parsa