Abstract
Purpose
This study examines the effects of AI-generated advertisements on customer engagement, and the subsequent customer engagement effect on emotions based on culture. Its objectives are: (i) to explore the effects of Hofstede’s cultural dimensions on AI-generated advertisements, (ii) to explore the effect of AI-generated advertisements on customer engagement based on Hofstede’s cultural dimensions, and (iii) to explore the effect of customer engagement on emotions based on Hofstede’s cultural dimensions.
Design/methodology/approach
We conducted a qualitative study, involving 65 semi-structured interviews with the members of Generation Z from different countries. Examples of two international brands, together with their advertisements, were employed as a basis for the questions. Further, thematic analysis by means of NVivo 12 was used to analyse the collected data.
Findings
The findings suggest that Hofstede’s cultural dimensions affect AI-generated advertisements, customer engagement, and emotions differently. Furthermore, apart from masculinity, femininity, and high and low uncertainty, other factors were found to affect both AI-generated advertisements and their cultural traits equally.
Originality/value
To our knowledge, this is the first study to explore the impact of cultural differences on user engagement and emotional responses to the AI-generated advertisements of global brands using Hofstede’s six cultural dimensions.
This study examines the effects of AI-generated advertisements on customer engagement, and the subsequent customer engagement effect on emotions based on culture. Its objectives are: (i) to explore the effects of Hofstede’s cultural dimensions on AI-generated advertisements, (ii) to explore the effect of AI-generated advertisements on customer engagement based on Hofstede’s cultural dimensions, and (iii) to explore the effect of customer engagement on emotions based on Hofstede’s cultural dimensions.
Design/methodology/approach
We conducted a qualitative study, involving 65 semi-structured interviews with the members of Generation Z from different countries. Examples of two international brands, together with their advertisements, were employed as a basis for the questions. Further, thematic analysis by means of NVivo 12 was used to analyse the collected data.
Findings
The findings suggest that Hofstede’s cultural dimensions affect AI-generated advertisements, customer engagement, and emotions differently. Furthermore, apart from masculinity, femininity, and high and low uncertainty, other factors were found to affect both AI-generated advertisements and their cultural traits equally.
Originality/value
To our knowledge, this is the first study to explore the impact of cultural differences on user engagement and emotional responses to the AI-generated advertisements of global brands using Hofstede’s six cultural dimensions.
| Original language | English |
|---|---|
| Number of pages | 33 |
| Journal | International Marketing Review |
| Early online date | 2 May 2025 |
| DOIs | |
| Publication status | E-pub ahead of print - 2 May 2025 |
Keywords
- Hofstede cultural six dimensions
- Generation Z
- global brands
- AI-generated ad
- customer engagement
- emotions
- Brand
- AI-generated advertisement
- Hofstede’s six cultural dimensions
- Customer engagement
- Emotions