Keywords: Behavioral intention
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Journal Articles

How consumers respond when brands disclose using AI in creating social media content: examining brand personification and communication strategies

Linwan Wu
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management 1–15.
https://doi.org/10.1108/JPBM-09-2025-6302
Published: 10 July 2026
.../methodology/approach Three online experiments with a total of 576 participants were conducted to explore the effect of AI disclosures on consumers’ behavioral intentions toward personified brands on social media, along with the underlying mechanisms of the effect and the boundary conditions created...
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