| Abstract [eng] |
Master thesis consists of 68 pages, 20 tables, 1 figures, references 74. The current research examines and investigates the AI -generated and Hum spokesperson on intention to seek further information. This research was quantitative in nature. The data was collected through standardized scales which adapted from existing researches. In this research the key variables contained Spokespersons, source credibility (attractiveness, expertise, trustworthiness), information quality, perceived usefulness, perceived ease of use, user attitude and intention to seek information. The online platform was used to collect the data. The data was collected from the different nationalities and age groups. The results of the research described that there is no significant difference between human video spokesperson and AI spokesperson. The credibility (attractiveness, expertise and trustworthiness) are same for both spokesperson. However, the information quality from human spokesperson are higher than AI-generated spokesperson. Moreover, the information quality is considered as the useful and ease of use for the respondents. In this research the user attitude positively influenced from the perceived ease of use and perceived usefulness and ultimately played significant and direct impact on intention to seek further information. Similarly, the source credibility has strong and positive impact on the intention to seek information which deliberated that credible source has stronger impact on intention to seek further information. Based on the findings of this research, the digital marketing strategist and experts design the digital campaigns accordingly considering these factors for better results. |
