Keywords: Message framing
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Journal Articles

Photographed or AI-generated? How image type and message framing influence responses to corporate social responsibility on social media

Sann Ryu
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing 1–21.
https://doi.org/10.1108/JRIM-10-2025-0635
Published: 30 July 2026
..., depending on message framing. Design/methodology/approach Two experimental studies were conducted. Study 1 tested the effect of image type (real human vs. AI-generated) on human likeness, empathy, CSR authenticity, purchase intentions, and social media engagement. Study 2 adopted a 2 (image type: real...
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Includes: Supplementary data
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