University of Twente Student Theses
Acceptance of AI-generated celebrity endorsement : A study on the effects of AI in audio advertisements
Riesner, P. (2025) Acceptance of AI-generated celebrity endorsement : A study on the effects of AI in audio advertisements.
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| Abstract: | Background: This study explores the acceptance of AI-generated celebrity endorsement in audio advertisements that imitate real celebrities. It further examines the role of transparency in consumer acceptance and evaluates how AI-generated celebrity endorsement, product-celebrity congruency, and transparency influence attitude toward the advertisement, purchase intention, and advertisement recall. Hypotheses: It was hypothesized that AI-generated celebrity endorsement, product-celebrity congruency, and transparency would positively influence attitude toward the advertisement and purchase intention, with AI-generated celebrity endorsement and product-celebrity congruency also positively influencing advertisement recall. Additionally, participants' attitude toward AI was expected to moderate the effects of celebrity endorsement and congruency on advertisement attitudes. Methods: A partially nested factorial experimental design was employed. Data was collected through an online experiment and analyzed using one-way ANOVAs and multiple linear regression. Results: Findings revealed that attitude toward AI had a significant direct effect on both purchase intention and attitude toward the advertisement. Additionally, AI-generated celebrity endorsement negatively affected advertisement recall. Transparency was found to moderate the relationship between AI-generated celebrity endorsement and attitude toward the advertisement. Discussion and Conclusion: AI-generated Celebrity endorsement, product-celebrity congruency, and transparency did not show direct significant effects on attitude toward the advertisement or purchase intention. However, attitude toward AI emerged as a key predictor of both variables. Furthermore, transparency may diminish the positive impact of AI-generated celebrity endorsements on consumer’s attitude toward advertisements. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/106294 |
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