Influence of Computer-Generated Imagery Ads on Positive Word-of-Mouth

Abstract

In today's tech-driven world, it is hard to differentiate between authentic and deepfake advertisements (ads). This study investigates how computer-generated imagery in advertising can add value to ads and increase positive word-of-mouth. Using the advertising value and commitment-trust models, this study explores how advertisement value influences word-of-mouth. Data were collected from 421 respondents through a questionnaire that included a computer-generated imagery ad and that was analyzed using structural equation modeling (AMOS 24). The results indicated that informative, entertaining, and credible computer-generated imagery ads fostered positive advertisement value and attitudes, which resulted in higher brand trust and commitment and encouraged positive word-of-mouth. The study enhances the literature in advertising by using an innovative conceptual model connecting advertisement value with brand trust, commitment, and WOM through the use of the S-O-R model for an elaborate understanding.