| Titre : |
The influence of ai-generated characters in marketing campaigns of brands on customer engagement, customer loyalty, and customer satisfaction |
| Type de document : |
Mémoire |
| Auteurs : |
Meghna BASU, Auteur |
| Année de publication : |
2025 |
| Importance : |
64 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING CULTUREL ; MEDIA SOCIAL
|
| Résumé : |
The aim of this research is to investigate the impact of AI-generated characters in marketing campaigns on customer engagement, customer loyalty, and customer satisfaction. It has been observed as per “Technology Acceptance Model (TAM)”, that the brands use AI-Influencers because it is easy to control and cost effective. It is available 24/7 and its’ every action can be modified as per the changing needs of the market. However, customers may feel duality in acceptance.
The researcher has surveyed 120 participants in order to collect primary data. The participants were 18 to 35 years old which represented young consumers. The participants have attended from different geographic location for better credibility of the data. The researcher has analysed available literature and concluded to seven hypothesises. On the basis of these hypothesises the researcher has developed survey questionnaire for data collection.
It has been found that although many consumers believe that AI-Influencers have aesthetically pleasing appearance but they lack complex emotional intelligence. AI-generated characters further lack real life lived experiences and naturally occurred humanistic understanding. This makes it unreliable for some consumers. If not regulated properly it can spread wrong information, manipulate vulnerable groups for profit, promote unhealthy beauty comparisons and held accountable for data misuse. The concept of Uncanny Valley well defined this phenomenon. It says human beings can feel uncomfortable to things that are pretending to look like human beings but actually are not. It further fosters scepticism and fear of misuse among some groups of the population.
It has been recommended that brands need to maintain a harmonious balance between human influencers and AI-Influencers to maximize positive relation with customers. Brands need to follow strict regulations to maintain credibility and transparency. This will further improve brand image. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=619305 |
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The influence of ai-generated characters in marketing campaigns of brands on customer engagement, customer loyalty, and customer satisfaction / 2025 
