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Do AIGC Ads Require Smarter Consumers?: Persuasion Mechanisms in AI-Generated Sponsored Vlogs

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  • Qianwen Liu

    (Universiti Kebangsaan Malaysia & Tan Kah Kee College, Xiamen University, China)

  • Zhongxing Lian

    (Tan Kah Kee College, Xiamen University, China)

  • Lokhman Hakim Osman

    (Universiti Kebangsaan Malaysia, Malaysia)

Abstract

To explore the mechanism of AI-generated sponsored vlogs (AISV) influence on vlog mall consumer purchase intention and the role of consumer AI literacy, this study surveyed 434 Chinese Generation Z TikTok Mall users and conducted an empirical analysis using SEM. The results show that this study validates the effectiveness of the dual-path persuasion mechanism in AIGC advertisements. Notably, smarter consumers with higher AI literacy are more likely to adopt AISV information and positively influence purchase intention, with information usefulness playing a mediating role in these relationships. In addition, the central path and AI literacy significantly influenced the peripheral path, revealing a unique influence mechanism for AISV. This study advances information adoption theories and encourages relevant parties on AISV deployment.

Suggested Citation

  • Qianwen Liu & Zhongxing Lian & Lokhman Hakim Osman, 2025. "Do AIGC Ads Require Smarter Consumers?: Persuasion Mechanisms in AI-Generated Sponsored Vlogs," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 16(1), pages 1-23, January.
    • Handle: RePEc:igg:jcrmm0:v:16:y:2025:i:1:p:1-23
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