Dari Keaslian Hingga Loyalitas: Peran Resonansi Emosional Digital Dalam Konten Yang Dihasilkan Manusia Dan AI

Abstrak

FROM AUTHENTICITY TO LOYALTY: THE ROLE OF DIGITAL EMOTIONAL RESONANCE IN HUMAN- AND AI-GENERATED CONTENT Abstract. The rapid adoption of Generative Artificial Intelligence (GenAI) has reshaped digital marketing practices, especially through AI-generated visual content. This study investigates how the Type of Visual Content influences Digital Emotional Resonance, Perceived Authenticity, Trust, and Repurchase Intention, moderated by Brand Familiarity. A survey of 400 Generation Z e-commerce users in Indonesia was analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). Results show that visual content type significantly affects digital emotional resonance and perceived authenticity, which subsequently enhance trust and repurchase intention. Mediation effects of emotional resonance, authenticity, and trust are significant, while brand familiarity strengthens the authenticity effect. These findings reveal that the effectiveness of AI-based marketing content depends not only on technological sophistication but also on its ability to evoke genuine emotional connections and convey brand authenticity. The study extends AI-thenticity research and offers strategic insights for balancing AI innovation with human emotional value in digital branding.

Identifier

• OpenAlex: https://openalex.org/W7160645688
• DOI: https://doi.org/10.33751/jmp.v14i1.88