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All Journal International Journal of Applied Information Systems and Informatics Manexia
Didin Syahidin
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance

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Communicative Agency and Customer Engagement  under AI-Generated Marketing Communication Didin Syahidin
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01206

Abstract

The diffusion of generative artificial intelligence (AI) in marketing communication has intensified personalization, scalability, and message optimization. Existing research largely assumes that such improvements translate proportionally into stronger customer engagement. This study challenges that implicit linearity by introducing communicative agency—the perceived locus of intentional authorship behind a marketing message—as a structurally consequential construct. Drawing on engagement theory, attribution theory, anthropomorphism research, and persuasion models, the article develops a mechanism-based framework explaining how AI-generated communication reshapes engagement through agency attribution processes. As AI intensity increases, customers are more likely to attribute communication to system-based rather than human-intentional sources. This shift enhances cognitive engagement through improved processing fluency and perceived competence, while simultaneously attenuating affective engagement by reducing perceived intentionality and relational warmth. The divergence between cognitive and affective engagement generates non-linear aggregate effects and temporally asymmetric strategic outcomes. In relationally intensive markets, excessive reliance on AI-generated communication may strengthen short-term responsiveness while weakening long-term attachment. By reconceptualizing engagement as compositionally sensitive under system mediation, the study extends engagement theory and reframes the strategic evaluation of AI-enabled marketing communication.
Transaction Processing System for Incoming and Outgoing Goods at BUMDes Kamulyan Store, Tasikmalaya Regency Novia Nurul Hidayah; Didin Syahidin
Journal of Applied Information System and Informatic (JAISI) Vol 4, No 1 (2026): MEI 2026
Publisher : Deparment Information System, Siliwangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jaisi.v4i1.18229

Abstract

BUMDes Kamulyan Store is a village-owned enterprise unit that plays a role in fulfilling community needs while supporting local economic growth. To ensure orderly and efficient operations, a system for recording incoming and outgoing goods transactions is required. This study aims to produce a proposed information system design to facilitate and streamline the data processing of goods transactions at BUMDes Kamulyan Store. The research employs a descriptive method. The system is developed using the Prototype method, supported by analytical tools such as Flowmaps, Context Diagrams, Data Flow Diagrams (DFD), and Entity Relationship Diagrams (ERD). The system design is implemented using Microsoft Visual Studio 2008 with the C# (C-Sharp) programming language, and Microsoft Office Access as the database design tool. The results of the study indicate that the recording of goods transactions at BUMDes Kamulyan Store, Tasikmalaya Regency, is still conducted manually using transaction books. The proposed information system, developed using Microsoft Visual Studio and the C# programming language, has proven to facilitate and improve the process of recording and reporting incoming and outgoing goods transactions more quickly and accurately.
Co-Authors Novia Nurul Hidayah