Generative AI has taken the world by storm and offers many opportunities to marketing and communication professionals for making the efforts to reach customers more efficient and personalized (e.g., product campaigns and e-mail marketing). To date, research into generative AI has been largely limited to the investigation of ethical considerations of the usage of the technology and its technical development. As such, there is an urgent need to investigate the impact of generative AI usage in marketing communication on consumer experience (Paul et al., 2023). Only very recently empirical studies are emerging about how generative AI can influence consumer attitude, and this research is only limited to a single context, i.e., purchase intention or a single aspect of generative AI induced marketing communication (see: Konya-Baumbach, Biller & Von Janda, 2023, Li & Wang, 2023). Considering the rapid development and application of this technology, especially in marketing communication efforts, there is a high demand for guidelines grounded on scientific research for marketing communication professionals to exploit generative AI fully and successfully.

What are you going to do?

Considering the discussion presented above, you will answer the call of Paul et al. (2023) and Dwivedi et al. (2023) by exploring how different aspects of generative AI induced marketing communication messages affect consumer trust, brand attitude, purchase intention, and loyalty intention. These aspects are: anthropomorphism, i.e. how similar the tool in mimicking a human (Konya-Baumbach et al., 2023) and communication style, e.g. choice of words and formality of language (c.f. Li and Wang, 2023). You will embark based on these literature to conduct an experiment study where you have a specific form of generative AI based chatbot that will provide product recommendation but with different level of the extent that the chatbot mimic a human and the language style that it uses.

Preferred Profile

• Commerciale Economy Bachelor
• Interested in digital marketing
• Curious on the application of digital marketing literature, particularly on chatbots and generative AI
• Communicative and persuasive
• Able and is willing to (learn to) conduct quantitative study, e.g. survey, regression analysis
• Ambitious

What we offer

A concrete research project where we strive to learn most recent literature in generative ai and chatbot in marketing to be applied into practice.

Interested?

Please send your CV and motivation letter to Frederik Situmeang (f.b.i.situmeang@hva.nl) and Wilco Verdoold (w.verdoold@hva.nl).