AI-Generated Content and Gen-Z Purchase Intention: The Impact of Brand Authenticity, Trust and Cause Marketing in Pakistan

Abstract

Artificial Intelligence or AI has revolutionized digital marketing providing brands with the opportunity to develop personalized, cost-effective and engaging social media content at a pace that was previously unheard of. From Instagram to TikTok, Facebook to YouTube, AI-based tools are now being recognized as a key strategy for brands to create captions, graphics, videos and more. Research is sparse, however, in understanding the effect of AI-generated content on consumers' reactions in new markets like Pakistan. This study explores the impact of AI-generated social media marketing content (AIGSMC) on the trust and willingness to purchase behavior of Generation Z consumers in Pakistan. It further explores the intermediating effect of brand authenticity and brand trust, and analyzes a mediator, cause marketing, that can affect consumers' reactions to AI-generated brand content. The study also takes into account the issue of disclosure transparency in AI, which can affect the power of these relationships. About 220–300 Gen Z consumers in Pakistan who are active users of social media, and have seen AI-generated brand content. Data will be analyzed by partial least squares structural equation modeling (PLS-SEM) by using SmartPLS 4 software using two steps namely measurement model testing and structural model testing. The research will likely show how AI-generated social media content can impact consumer brand trust and purchase intent by shaping their brand authenticity, brand trust, and cause-related marketing efforts, while clear and honest reporting of AI-generated content can boost consumer acceptance. The results will be useful for the ongoing body of literature on AI Marketing, Cause Marketing, Brand Authenticity, and Consumer behavior, as well as offer practical applications for marketers and policymakers in Pakistan.