Vibe Marketing and AI-Generated Content: Examining Consumer Trust, Perceived Authenticity, and Purchase Intention in the Age of Artificial Intelligence

Zainurrafiqi Zainurrafiqi, Istianah Asas, Enza Resdiana, Isnain Bustaram, Adriani Kusuma, Nurul Hıdayatı, Aang KunaifiNon-Scopus1 Desember 2025Afiliasi: ID

Abstrak

This study aims to analyze the impact of vibe marketing and AI-generated content on consumer trust, perceived authenticity, and purchase intention. The sample consists of 200 consumers aged 18-45 who actively use digital platforms. The research uses a quantitative method with analysis through WarpPLS. The results show that vibe marketing has a positive effect on consumer trust, which in turn increases purchase intention. Additionally, AI-generated content influences perceived authenticity, which also affects consumers' purchase intention. The study also finds that consumer trust acts as a mediator in the relationship between vibe marketing and purchase intention. These findings provide important insights for developing more effective and ethical AI-based marketing strategies.

Identifier

DOI: https://doi.org/10.31538/iijse.v8i3.8910
OpenAlex: https://openalex.org/W7117678290

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