Vibe Marketing and AI-Generated Content: Examining Consumer Trust, Perceived Authenticity, and Purchase Intention in the Age of Artificial Intelligence

Zainurrafiqi Zainurrafiqi (Universitas Madura, Pamekasan, Indonesia)
Istianah Asas (Universitas Madura, Pamekasan, Indonesia)
Enza Resdiana (Universitas Wiraraja, Sumenep, Indonesia)
Isnain Bustaram (Universitas Madura, Pamekasan, Indonesia)
Adriani Kusuma (Universitas Madura, Pamekasan, Indonesia)
Nurul Hidayati (Universitas Al-Amien Prenduan, Sumenep, Indonesia)
Aang Kunaifi (Institut Agama Islam Al-Khairat, Pamekasan, Indonesia)

IIJSE
Vol 8 No 3 (2025): Sharia Economics

This study aims to analyze the impact of vibe marketing and AI-generated content on consumer trust, perceived authenticity, and purchase intention. The sample consists of 200 consumers aged 18-45 who actively use digital platforms. The research uses a quantitative method with analysis through WarpPLS. The results show that vibe marketing has a positive effect on consumer trust, which in turn increases purchase intention. Additionally, AI-generated content influences perceived authenticity, which also affects consumers' purchase intention. The study also finds that consumer trust acts as a mediator in the relationship between vibe marketing and purchase intention. These findings provide important insights for developing more effective and ethical AI-based marketing strategies.