Exploring Consumer Perception of AI-Generated vs. Human-Generated Social Media Content

Abstract

In recent years, the rapid evolution and widespread integration of artificial intelligence (AI) technology, particularly within marketing and, more specifically, social media content creation, have brought about significant transformations in digital landscapes. This study delves into the nuanced perceptions of AI-generated and human-generated content on social media, exploring the intricate interplay between perceived warmth, perceived competence, and key constructs—information quality, ease of use, and trust. Utilizing a comprehensive dataset obtained through a robust survey (N=194), our findings reveal complex relationships and illuminate the multifaceted dynamics that underlie user perceptions. Employing advanced statistical analyses and a meticulous modeling approach, we uncover the impact of content type, on perceived warmth and competence (Human: t=5.833, df=178, F=30.95, sig <0.001/ AI: t=3.745, df=178, F=30.949, Sig <.001) and their subsequent influence on user attitudes toward information quality (W:0,571, C:0.356, Sig<.005), ease of use (W:0.158, C:0.178, Sig<.005), and trust (W:0.526, C:0.861, Sig<.005). This research contributes to a deeper understanding of the factors shaping user perceptions in the digital landscape, offering valuable insights for practitioners, researchers, and stakeholders aiming to optimize content strategies and enhance user experiences on social media platforms.