Agregat: Jurnal Ekonomi dan Bisnis
Vol. 7 No. 2 (2023)

Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns

Akbari, Deni Adha (Unknown)
Sumarwan, Ujang (Unknown)
Hasanah, Nur (Unknown)
Edison, Rizki Edmi (Unknown)

Article Info

Publish Date
10 Aug 2024

Abstract

This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.

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Journal Info
Agregat: Jurnal Ekonomi dan Bisnis
Website

Abbrev

agregat

Publisher

Universitas Muhammadiyah Prof. Dr. Hamka

Subject

Economics, Econometrics & Finance

Description

Agregat: Jurnal Ekonomi dan Bisnis (Journal of Economics and Business) is aimed at being a medium for research results dissemination and scientific paper exchanges on the Indonesian economy and business among academics, practitioners, regulators, and public. Agregat: Jurnal Ekonomi dan Bisnis ...