THE INFLUENCE OF CONTENT ORIGIN ON TRUST AND ENGAGEMENT: A COMPARATIVE STUDY OF AI-GENERATED AND HUMAN-GENERATED CONTENT FOR INDONESIAN COMMUNICATION AND INFORMATION INDUSTRY
DOI:
https://doi.org/10.31004/jrpp.v7i3.31016Keywords:
Konten Yang Dihasilkan AI, Keterlibatan Merek, Kepercayaan Pelanggan, Konten Yang Dihasilkan Manusia, Konten Teks Media SosialAbstract
Penelitian ini menyelidiki perbedaan dampak dari konten teks media sosial yang dibuat oleh AI dan yang dibuat oleh manusia terhadap kepercayaan konsumen dan keterlibatan merek dalam industri komunikasi dan informasi di Indonesia. Dengan menggunakan metode kuantitatif, kami menganalisis tanggapan dari 240 partisipan, menilai reaksi mereka terhadap asal konten dalam hal dimensi kepercayaan-kompetensi, integritas, dan kebaikan-dan dimensi keterlibatan-proses kognitif, afeksi, dan aktivasi. Hasil penelitian menunjukkan perbedaan yang signifikan dalam tingkat kepercayaan dan keterlibatan antara konten yang dibuat oleh AI dan konten yang dibuat oleh manusia, dengan konten manusia secara konsisten dinilai lebih tinggi dalam metrik kepercayaan dan keterlibatan. Hal ini menggarisbawahi peran penting dari keaslian yang dirasakan dan sentuhan pribadi dalam efektivitas konten. Selain itu, temuan kami menyoroti potensi AI untuk mendukung tetapi tidak menggantikan upaya manusia dalam pembuatan konten, menyarankan model hibrida untuk keterlibatan konsumen yang optimal. Studi ini berkontribusi pada wacana yang berkembang tentang peran AI dalam pemasaran, memberikan wawasan yang dapat ditindaklanjuti untuk memanfaatkan teknologi guna meningkatkan strategi merek di era digital.References
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