Priporas, C.V.; Hussain, S.; Rahman, H.

The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the Generation Z international optic

Article

Priporas, C.V., Hussain, S. and Rahman, H. 2025. The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the Generation Z international optic. International Marketing Review. https://doi.org/10.1108/IMR-10-2024-0433

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Type	Article
Title	The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the Generation Z international optic
Authors	Priporas, C.V., Hussain, S. and Rahman, H.
Abstract	Purpose- This study examines the effects of AI-generated advertisements on customer engagement, and the subsequent customer engagement effect on emotions based on culture. Its objectives are: (i) to explore the effects of Hofstede’s cultural dimensions on AI-generated advertisements, (ii) to explore the effect of AI-generated advertisements on customer engagement based on Hofstede’s cultural dimensions, and (iii) to explore the effect of customer engagement on emotions based on Hofstede’s cultural dimensions. Design/methodology/approach – We conducted a qualitative study, involving 65 semi-structured interviews with the members of Generation Z from different countries. Examples of two international brands, together with their advertisements, were employed as a basis for the questions. Further, thematic analysis by means of NVivo 12 was used to analyse the collected data. Findings-The findings suggest that Hofstede’s cultural dimensions affect AI-generated advertisements, customer engagement, and emotions differently. Furthermore, apart from masculinity, femininity, and high and low uncertainty, other factors were found to affect both AI-generated advertisements and their cultural traits equally. Originality-To our knowledge, this is the first study to explore the impact of cultural differences on user engagement and emotional responses to the AI-generated advertisements of global brands using Hofstede’s six cultural dimensions.
Keywords	AI-generated advertisement; brand; customer engagement; emotions; Hofstede’s six cultural dimensions; Generation Z
Sustainable Development Goals	12 Responsible consumption and production
Middlesex University Theme	Creativity, Culture & Enterprise
Publisher	Emerald
Journal	International Marketing Review
ISSN	0265-1335
Accepted	07 Apr 2025
Deposited	09 Apr 2025
Output status	Accepted
Accepted author manuscript	File Access Level Open
Digital Object Identifier (DOI)	https://doi.org/10.1108/IMR-10-2024-0433
Language	English

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