From Code to Content: How AI-generated Visual Content Shapes Consumers' Perceived Brand Image
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Purpose: This study aims to investigate how consumer attitudes toward AI-generated content, in
the form of pictures and videos, shape how they perceive a brand’s image.
Research question: How is consumers’ perception of a brand’s image shaped by the use of
AI-generated visual content?
Theoretical Framework: Breckler’s ABC model, which conceptualizes the notion of attitudes,
is used to ensure we capture a comprehensive view of consumer attitudes.
Methodology: This study adopts a qualitative, dual-method research design combining a
netnography and semi-structured consumer interviews. The netnographic data collection
involved examining public discourse on AI-generated brand content, while the interviews with
fifteen consumers... (More) - Purpose: This study aims to investigate how consumer attitudes toward AI-generated content, in
the form of pictures and videos, shape how they perceive a brand’s image.
Research question: How is consumers’ perception of a brand’s image shaped by the use of
AI-generated visual content?
Theoretical Framework: Breckler’s ABC model, which conceptualizes the notion of attitudes,
is used to ensure we capture a comprehensive view of consumer attitudes.
Methodology: This study adopts a qualitative, dual-method research design combining a
netnography and semi-structured consumer interviews. The netnographic data collection
involved examining public discourse on AI-generated brand content, while the interviews with
fifteen consumers provided deeper insights into consumers’ interpretations and thought
processes.
Findings: Consumers’ attitudes to AI-generated visual content are highly dependent on the
context of application. While it can foster positive reactions among consumers, negative
reactions relating to perceived deception, lacking quality or effort, or perceived ethical concerns,
can harm a brand’s image.
Contributions: The study contributes theoretically by revealing contextual aspects that shape
consumers perceptions of brands using AI-generated content. Additionally, it contributes
managerially by highlighting the importance of transparency, content quality and strategic
alignment for brands using AI-generated content. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9206792
- author
- Mild, Alva LU and Odd, Elsa LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Artificial Intelligence, Generative AI, Brand Image, Consumer Attitudes, AI-generated Visual Content, ABC Model of Attitudes, Brand Trust
- language
- English
- id
- 9206792
- date added to LUP
- 2025-06-30 15:40:42
- date last changed
- 2025-06-30 15:40:42
@misc{9206792,
abstract = {{Purpose: This study aims to investigate how consumer attitudes toward AI-generated content, in
the form of pictures and videos, shape how they perceive a brand’s image.
Research question: How is consumers’ perception of a brand’s image shaped by the use of
AI-generated visual content?
Theoretical Framework: Breckler’s ABC model, which conceptualizes the notion of attitudes,
is used to ensure we capture a comprehensive view of consumer attitudes.
Methodology: This study adopts a qualitative, dual-method research design combining a
netnography and semi-structured consumer interviews. The netnographic data collection
involved examining public discourse on AI-generated brand content, while the interviews with
fifteen consumers provided deeper insights into consumers’ interpretations and thought
processes.
Findings: Consumers’ attitudes to AI-generated visual content are highly dependent on the
context of application. While it can foster positive reactions among consumers, negative
reactions relating to perceived deception, lacking quality or effort, or perceived ethical concerns,
can harm a brand’s image.
Contributions: The study contributes theoretically by revealing contextual aspects that shape
consumers perceptions of brands using AI-generated content. Additionally, it contributes
managerially by highlighting the importance of transparency, content quality and strategic
alignment for brands using AI-generated content.}},
author = {{Mild, Alva and Odd, Elsa}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Code to Content: How AI-generated Visual Content Shapes Consumers' Perceived Brand Image}},
year = {{2025}},
}