<![CDATA[This study aimed to analyze the influence of Generative AI content and advertising appeal on purchase intention, with consumer trust serving as a mediating variable among followers of Madame Chang’s Instagram account. The study was conducted due to the increasing adoption of Generative AI technology in digital marketing, which has been considered capable of creating engaging content but may also affect consumers’ trust in product information. A quantitative approach was employed, and data were collected through a questionnaire distributed to 748 respondents. The sampling technique used was purposive sampling, with respondents selected based on the criteria that they were followers of Madame Chang’s Instagram account and had previously viewed the promotional content posted on the platform. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results indicated that Generative AI content and advertising appeal had a positive and significant effect on consumer trust and purchase intention. Consumer trust was also found to have a positive effect on purchase intention and to mediate the relationship between Generative AI content, advertising appeal, and consumer purchase intention.]]>
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