@article{ART003302971},
author={Woong Jin and Seung In Kim},
title={Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={1},
pages={195-205},
doi={10.21186/IPR.2026.11.1.195}
TY - JOUR
AU - Woong Jin
AU - Seung In Kim
TI - Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 1
PB - Industrial Promotion Institute
SP - 195
EP - 205
SN - 2466-1139
AB - This study empirically analyzed how perceived human touch (PHT) in generative AI-based marketing content influences brand trust (BT) and purchase intention (PI). Using a mixed-method design that combined surveys (N=125) and in-depth interviews (N=9), the findings confirmed that PHT is an important antecedent in the formation of brand trust, and that brand trust serves as a key mediator in strengthening purchase intention.
In addition, brand familiarity (BF) functioned as a moderating mechanism through the halo effect, enabling consumers to perceive higher levels of PHT even in content lacking explicit human elements. Qualitative analysis further revealed that consumers emphasize planning intent and authenticity when accepting AI content, and that familiar brands tend to reinterpret technological strangeness as innovative attempts rather than resistance. Academically, this study extends the concept of Brand Humanity, while practically, it provides foundational insights for developing differentiated AI marketing strategies for both emerging and established brands.
KW - Generative AI;Perceived Human Touch;Brand Trust;Purchase Intension;Brand Familiarity
DO - 10.21186/IPR.2026.11.1.195
ER -
Woong Jin and Seung In Kim. (2026). Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention. Industry Promotion Research, 11(1), 195-205.
Woong Jin and Seung In Kim. 2026, "Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention", Industry Promotion Research, vol.11, no.1 pp.195-205. Available from: doi:10.21186/IPR.2026.11.1.195
Woong Jin, Seung In Kim "Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention" Industry Promotion Research 11.1 pp.195-205 (2026) : 195.
Woong Jin, Seung In Kim. Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention. 2026; 11(1), 195-205. Available from: doi:10.21186/IPR.2026.11.1.195
Woong Jin and Seung In Kim. "Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention" Industry Promotion Research 11, no.1 (2026) : 195-205.doi: 10.21186/IPR.2026.11.1.195
Woong Jin; Seung In Kim. Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention. Industry Promotion Research, 11(1), 195-205. doi: 10.21186/IPR.2026.11.1.195
Woong Jin; Seung In Kim. Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention. Industry Promotion Research. 2026; 11(1) 195-205. doi: 10.21186/IPR.2026.11.1.195
Woong Jin, Seung In Kim. Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention. 2026; 11(1), 195-205. Available from: doi:10.21186/IPR.2026.11.1.195
Woong Jin and Seung In Kim. "Effects of Perceived Human Touch in Generative AI Marketing Content on Brand Trust and Purchase Intention" Industry Promotion Research 11, no.1 (2026) : 195-205.doi: 10.21186/IPR.2026.11.1.195
