Merchandising/Marketing/Retailing: Branding

Luxury Brand vs. AI Generated Social Media Ads: An Experimental Study 

---

Abstract

The purpose of this study was to investigate social media marketing communications created by luxury brands and AI technology and to determine if there is a difference in overall follow intention. The study was guided by a modified version of the Stimulus-Organism-Response (S-O-R) framework. This study was the first to investigate the consumer’s emotional and behavioral responses to social media content generated by both the luxury brand and AI. The findings from this study provided empirical evidence on the effective use of AI technology by luxury brands for their marketing communications, specifically, social media. While both stimuli were successful in positively affecting follow intention of the brand, the AI generated model suggested more significant relationship guided by the framework.

Keywords: luxury, AI, experience, love, respect, trust, follow intention, intention

How to Cite:

Slaton, K., Pookulangara, S. & Ratnam, M., (2025) “Luxury Brand vs. AI Generated Social Media Ads: An Experimental Study ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18576