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

Qianwen Liu, Zhongxing Lian and Lokhman Hakim Osman
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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

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2025, vol. 16, issue 1, 1-23

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.

Date: 2025
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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