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. 42 (4), pp. 633-665. https://doi.org/10.1108/IMR-10-2024-0433
TypeArticle
TitleThe effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the Generation Z international optic
AuthorsPriporas, 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.

KeywordsAI-generated advertisement; brand; customer engagement; emotions; Hofstede’s six cultural dimensions; Generation Z
Sustainable Development Goals12 Responsible consumption and production
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalInternational Marketing Review
ISSN0265-1335
Electronic1758-6763
Publication dates
Online02 May 2025
Print10 Sep 2025
Publication process dates
Submitted30 Oct 2024
Accepted07 Apr 2025
Deposited09 Apr 2025
Output statusPublished
Accepted author manuscript
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Open
Copyright Statement

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please visit Marketplace (https://marketplace.copyright.com/rs-ui-web/mp)

Web address (URL)https://www.emerald.com/insight/content/doi/10.1108/imr-10-2024-0433
Digital Object Identifier (DOI)https://doi.org/10.1108/IMR-10-2024-0433
Web of Science identifierWOS:001479405800001
LanguageEnglish
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