INVESTIGATING MARKETING & BRAND COMMUNICATION: AUDIENCE PERCEPTION TOWARDS AI-DRIVEN CONTENT CREATION

Abstract

This study investigated the impact of AI-driven content creation on marketing and brand communication, specifically focusing on the perception of the audience. Moreover, the moderating effect of age and gender on these relationships was also explored. Purposive sampling method was employed to collect the data from the sample of 350 students from Foundation University Islamabad, using a structured questionnaire. The Unit of analysis was students belonging to different academic departments. The quantitative research method was applied in this research study. For this research, survey analysis was used, and the questionnaire furnished among students.  Firstly, missing values, normality was conducted, followed by an examination of the reliability and validity of the survey questionnaire in SPSS.  Data were analysed using techniques like linear regression through SPSS revealed that AI-driven content significantly influenced both brand engagement and marketing effectiveness. Additionally, age and gender moderates the relationship between AI driven content creation and audience perception towards marketing and brand communication. The finding of the study suggest that audience perception of AI driven content positively affect the brand communication, with age and gender playing a very significant moderating role.