SavedAdd your journal

Journals / Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi / 2026 / Cilt: 9 Sayı: 2

THE IMPACT OF AI-GENERATED VIDEO ADVERTISEMENTS ON CONSUMER PERCEPTIONS, ATTITUDES, AND PURCHASE INTENTIONS

YAPAY ZEKÂ İÇERİKLİ VİDEO REKLAMLARIN TÜKETİCİLERİN ALGI, TUTUM VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Yakup Tunç(ÜSKÜDAR ÜNİVERSİTESİ)0009-0008-8050-057X
Burak Çeber(ÜSKÜDAR ÜNİVERSİTESİ)0000-0002-3760-3177
Pages
95–140
Publication Date
2026-09-24
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate a positive and significant relationship between consumers’ attitudes toward AI-generated video advertisements and their purchase intentions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Artificial intelligence technologies are now used not only for monitoring, storing, and transforming consumer data into meaningful information, but also for directly generating and enhancing advertising content.
📊
Key Findings & Data:However, despite the increasing prevalence of AI tools in the field of advertising, the effects of AI-generated video advertisements on consumer behavior have been addressed in a limited number of studies.
💡
Conclusion & Impact:The findings indicate a positive and significant relationship between consumers’ attitudes toward AI-generated video advertisements and their purchase intentions.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Yapay Zekâ · Dijital Reklamcılık · Tüketici

Abstract

Artificial intelligence technologies are now used not only for monitoring, storing, and transforming consumer data into meaningful information, but also for directly generating and enhancing advertising content. However, despite the increasing prevalence of AI tools in the field of advertising, the effects of AI-generated video advertisements on consumer behavior have been addressed in a limited number of studies. This research aims to examine the impact of consumers’ perceptions of and attitudes toward AI-generated video advertisements on their purchase intentions. Adopting a quantitative research design, data were collected through an online survey from 418 participants aged 18–55 residing in Türkiye. The findings indicate a positive and significant relationship between consumers’ attitudes toward AI-generated video advertisements and their purchase intentions. Moreover, among the perception dimensions related to advertisements, reliability, informativeness, and contribution to the economy were found to be significantly associated with purchase intention. Additionally, levels of perception, attitude, and purchase intention were observed to differ significantly according to certain demographic characteristics. In particular, younger consumers, female participants, individuals with higher levels of education, and single respondents demonstrated more positive attitudes and higher purchase intentions. In contrast, no significant differences were identified in terms of income or occupation variables.

Özet

Yapay zekâ teknolojileri artık yalnızca tüketici verilerinin izlenmesi, saklanması ve anlamlı bilgilere dönüştürülmesinde değil, aynı zamanda doğrudan reklam içeriklerinin üretilmesi ve geliştirilmesinde de kullanılmaktadır. Yapay zekâ araçlarının reklamcılık alanında kullanımının giderek yaygınlaşmasına rağmen, yapay zekâ içerikli video reklamların tüketici davranışları üzerindeki etkileri sınırlı sayıda çalışmada ele alınmıştır. Bu araştırma, yapay zekâ içerikli video reklamlara ilişkin tüketici algılarının ve tutumlarının satın alma niyeti üzerindeki etkisini incelemeyi amaçlamaktadır. Nicel araştırma tasarımının benimsendiği çalışmada veriler, Türkiye’de yaşayan 18–55 yaş arası 418 katılımcıdan çevrimiçi anket yoluyla toplanmıştır. Bulgular, yapay zekâ içerikli video reklamlara yönelik tüketici tutumları ile satın alma niyeti arasında pozitif yönlü ve istatistiksel olarak anlamlı bir ilişki bulunduğunu ortaya koymaktadır. Ayrıca reklamlara yönelik algı boyutlarından özellikle güvenilirlik, bilgi vericilik ve ekonomiye fayda unsurlarının satın alma niyetiyle anlamlı biçimde ilişkili olduğu belirlenmiştir. Bununla birlikte, tüketicilerin algı, tutum ve satın alma niyeti düzeylerinde bazı demografik özelliklere bağlı olarak anlamlı farklılıklar olduğu tespit edilmiştir. Özellikle genç tüketicilerin, kadın katılımcıların, eğitim seviyesi iyi olan kişilerin ve bekârların daha olumlu tutumlara ve daha yüksek satın alma niyetine sahip olduğu belirlenmiştir. Buna karşılık gelir ve meslek değişkenleri açısından anlamlı bir farklılık tespit edilmemiştir.

🔖

Cite This Article

Tunç, Y., Çeber, B. (2026). THE IMPACT OF AI-GENERATED VIDEO ADVERTISEMENTS ON CONSUMER PERCEPTIONS, ATTITUDES, AND PURCHASE INTENTIONS. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, Cilt: 9 Sayı: 2, 95–140. https://doi.org/10.61766/hire.1933255

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (77)

  1. Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., ve Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49. https://doi.org/10.1016/j.jretai.2014.09.005
  2. Ahn, J., Kim, J., ve Sung, Y. (2022). The effect of gender stereotypes on artificial intelligence recommendations. Journal of Business Research, 152, 17–29.
  3. An, G. K., ve Ngo, T. T. A. (2025). AI-powered personalized advertising and purchase intention in Vietnam's digital landscape: The role of trust, relevance, and usefulness. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100580. https://doi.org/10.1016/j.joitmc.2025.100580
  4. Anyanwu, K. (2011). Overview and applications of artificial intelligence. Federal University of Technology Owerri.
  5. Babbie, E. R. (2021). The practice of social research (15th ed.). Cengage Learning.
  6. Baek, T. H., ve Morimoto, M. (2012). Stay away from me: Examining the role of intrusiveness and privacy concerns in consumer attitudes toward personalized advertising. Journal of Advertising, 41(1), 59–76. https://doi.org/10.2753/JOA0091-3367410104
  7. Bhagat, R., Chauhan, V., ve Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer's purchase intention in e-retailing. Foresight, 25(2), 249–263. https://doi.org/10.1108/FS-10-2021-0218
  8. Bai, H., Voelkel, J. G., Muldowney, S., Eichstaedt, J. C., ve Willer, R. (2025). LLM-generated messages can persuade humans on policy issues. Nature Communications, 16, 6037. https://doi.org/10.1038/s41467-025-61345-5
  9. Belhadj, M. (2022). Pazarlama hizmetinde yapay zekâ: Netflix öneri sistemi örneği (Yüksek lisans tezi, Necmettin Erbakan Üniversitesi). Sosyal Bilimler Enstitüsü.
  10. Bhagat, R., Chauhan, V., ve Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. Foresight, 25(2), 249–263. https://doi.org/10.1108/FS-10-2021-0218
  11. Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices (2nd ed.). University of South Florida Scholar Commons.
  12. Bir, G., ve Aksu, S. (2024). An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies. Yeni Medya, 16, 19-37. https://doi.org/10.55609/yenimedya.1434419
  13. Borau, S., Otterbring, T., Laporte, S., ve Fosso Wamba, S. (2021). The most human bot: Female gendering increases humanness perceptions of bots and acceptance of AI. Psychology ve Marketing, 38(7), 1052–1068.
  14. Bove, T. (2023, Şubat 2). The A.I. revolution is here: ChatGPT could be the fastest-growing app in history and more than half of traders say it could disrupt investing the most. Fortune. https://fortune.com/2023/02/02/chatgpt-fastest-growing-app-in-history-could-revolutionize-trading/
  15. Bui, H. T. (2025). Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions. Journal of Research in Interactive Marketing, 20(5), 613–632. https://doi.org/10.1108/JRIM-02-2025-0066
  16. Cesur, M., ve Armutcu, B. (2023). Yapay zekânın yeşil ürün satın alma davranışına etkisi. Journal of Public Economy and Public Financial Management, 3(2), 39–54. https://dergipark.org.tr/tr/download/article-file/3562806
  17. Çeber, B. (2024). Reklam ajanslarında yapay zekâ kullanımı: Sektör profesyonellerinin ChatGPT ve Midjourney deneyimlerine yönelik bir araştırma. Erciyes İletişim Dergisi, 11(2), 583–606. https://doi.org/10.17680/erciyesiletisim.1439479
  18. Çeber, B., ve Çeliker, S. (2024). Tüketicilerin üretken yapay zekâ uygulamaları ile oluşturulan reklamlara yönelik algı ve davranışları üzerine bir saha araştırması. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 47, 289–313.
  19. Çeber, B. (2025a). Yapay zekâ “Sora” ile üretilen reklamların McLuhan’ın “araç mesajdır” perspektifinden incelenmesi: Toys “R” us reklam örneği. Yeni Medya Elektronik Dergisi, 9(2), 171–200. https://izlik.org/JA99JK78DZ
  20. Çeber, B. (2025b). Generative artificial intelligence and brain rot from an advertising perspective. Turkish Online Journal of Design Art and Communication, 15(3), 1162–1177. https://doi.org/10.7456/tojdac.1674327
  21. Chen, Y., Wang, H., Rao Hill, S., ve Li, B. (2024). Consumer attitudes toward AI-generated ads: Appeal types, self-efficacy and AI's social role. Journal of Business Research, 185, 114867. https://doi.org/10.1016/j.jbusres.2024.114867
  22. Chintalapati, S., ve Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. International Journal of Market Research, 64(1), 38–68. https://doi.org/10.1177/14707853211018428
  23. Christensen, L. B., Johnson, B. R., ve Turner, L. A. (2015). Araştırma yöntemleri desen ve analiz (A. Aypay, Çev. Ed.). Anı Yayıncılık.
  24. Coffin, J. (2022). Asking Questions of AI Advertising: A Maieutic Approach. Journal of Advertising, 51, 1-16. https://doi.org/10.1080/00913367.2022.2111728.
  25. Du, D., Zhang, Y., ve Ge, J. (2023). Effect of AI generated content advertising on consumer engagement. In HCI International 2023 – Human-Computer Interaction (Lecture Notes in Computer Science, pp. 121–129). Springer. https://doi.org/10.1007/978-3-031-36049-7_9
  26. Durmus, E., Lovitt, L., Tamkin, A., Ritchie, S., Clark, J., ve Ganguli, D. (2024). Measuring the persuasiveness of language models. https://www.anthropic.com/news/measuring-model-persuasiveness
  27. Efendioğlu, İ. H. (2023). Yapay zekâ pazarlaması: İnternetten yapılan alışverişlerde yapay zekânın satın alma niyetine etkisi. *Turkish Studies-Economics, Finance, Politics, 18*(1), 97–113. https://doi.org/10.7827/TurkishStudies.66785
  28. Eliot, L. (2024, Haziran 18). Generative AI and brain rot. Forbes. https://www.forbes.com/sites/lanceeliot/2024/06/18/generative-ai-and-brain-rot/
  29. Fui-Hoon Nah, F., Zheng, R., Cai, J., Siau, K., ve Chen, L. (2023). Generative AI and ChatGPT: Applications, challenges, and AI-human collaboration. Journal of Information Technology Case and Application Research, 25(3), 277–304. https://doi.org/10.1080/15228053.2023.2233814
  30. Guerreiro, J., Loureiro, S. M. C., ve Ribeiro, C. (2022). Advertising acceptance via smart speakers. Spanish Journal of Marketing-ESIC, 26(3), 286–308.
  31. Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., Moustafa, R., Hegde, D. R., ve Hawkins, G. (2021). How artificial intelligence will affect the future of retailing. Journal of Retailing, 97(1), 28–41. https://doi.org/10.1016/j.jretai.2021.01.005
  32. Gujar, P., ve Panyam, S. (2024). Generative AI in digital advertising campaigns. International Journal of Computer Trends and Technology, 72(5), 51–55. https://doi.org/10.14445/22312803/IJCTT-V72I5P106
  33. Güngör, A., ve Tanyıldızı, N. İ. (2024). Reklam ve yapay zeka ilişkisi: “Journal of Advertising” dergisindeki makalelerin bibliyometrik analizi. *Intermedia International E-journal, 11*(21), 104–126.
  34. Gürbüz, S. ve Şahin, F. (2015). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz, Gözden Geçirilmiş ve Güncellenmiş 2. Baskı, Şeçkin Yayıncılık, Ankara.
  35. Güven, H., ve Ayva-Güven, E. T. (2023). Yapay zekâ uygulamalarının e-ticarette kullanımı. International Journal of Management and Administration, 7(13), 69–94. https://doi.org/10.29064/ijma.1194949
  36. Ho, S., ve Chow, M. (2023). The role of artificial intelligence in consumers' brand preference for retail banks in Hong Kong. Journal of Financial Services Marketing, 29. https://doi.org/10.1057/s41264-022-00207-3
  37. Hsieh, S., ve Lee, C. (2021). Hey Alexa: Examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker. Journal of Research in Interactive Marketing, 15(2), 267–294.
  38. Huh, J., Nelson, M. R., ve Russell, C. A. (2023). ChatGPT, AI advertising, and advertising research and education. Journal of Advertising, 52(4), 477–482. https://doi.org/10.1080/00913367.2023.2227013
  39. Jiang, P., Niu, W., Wang, Q., Yuan, R., ve Chen, K. (2024). Understanding users' acceptance of artificial intelligence applications: A literature review. Behavioral Sciences, 14(8), 671.
  40. Jovanovic, M., ve Campbell, M. (2022). Generative artificial intelligence: Trends and prospects. Computer, 55(10), 107–112. https://doi.org/10.1109/MC.2022.3192720
  41. Kaygusuz, N. A. (2023). Nöropazarlama ve yapay zekâ ilişkisinin tüketici davranışları üzerindeki etkisine yönelik kavramsal bir model önerisi. Journal of Academic Social Science Studies, 16(95), 9–23.
  42. Kelly, S., Kaye, S. A., ve Oviedo-Trespalacios, O. (2023). What factors contribute to the acceptance of artificial intelligence? A systematic review. Telematics and Informatics, 77, 101925.
  43. Kim, J., Giroux, M., ve Lee, J. (2021). When do you trust ai? the effect of number presentation detail on consumer trust and acceptance of ai recommendations. Psychology and Marketing, 38(7), 1140-1155. https://doi.org/10.1002/mar.21498
  44. Köse, G., Geçit, E., ve Çakır, S. Y. (2024). Reklam üretim süreci bağlamında yapay zekâ ve yaratıcı düşünce: Bibliyometrik bir analiz. IBAD Sosyal Bilimler Dergisi, 17, 281–305.
  45. Köse, U. (2020). Yapay zekâ etiği çerçevesinde geleceğin işletmeleri: Dönüşüm ve paradigma değişiklikleri. Mühendislik Bilimleri ve Tasarım Dergisi, 8(5), 290–305. https://doi.org/10.21923/jesd.833224
  46. Kurt, A. E. (2023). Yapay zekâ’nın pazarlama iletişimi ve marka tutundurmada kullanımı ve yapay zekâ’nın reklam iletişiminde kullanımı üzerine bir araştırma [Yüksek lisans tezi, Bahçeşehir Üniversitesi].
  47. Qin, X., ve Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48(4), 338–346. https://doi.org/10.1080/00913367.2019.1652122
  48. Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of Advertising, 48(1), 1–5. https://doi.org/10.1080/00913367.2019.1654947
  49. Lim, C. V., Zhu, Y. P., Omar, M., ve Park, H. W. (2024). Decoding the relationship of artificial intelligence, advertising, and generative models. Digital, 4(1), 244–270. https://doi.org/10.3390/digital4010012
  50. Makridakis, S. (2017). The forthcoming artificial intelligence (AI) revolution: Its impact on society and firms. Futures, 90, 46–60. https://doi.org/10.1016/j.futures.2017.03.006
  51. Matsiola, M., Lappas, G., ve Yannacopoulou, A. (2024). Generative AI in education: Assessing usability, ethical implications, and communication effectiveness. Societies, 14(12), 267. https://doi.org/10.3390/soc14120267
  52. Morandini, S., Fraboni, F., De Angelis, M., Puzzo, G., Giusino, D., ve Pietrantoni, L. (2023). The impact of artificial intelligence on workers’ skills: Upskilling and reskilling in organisations. Informing Science, 26, 39–68. https://doi.org/10.28945/5077
  53. O’Neil, C. (2017). Weapons of math destruction: How big data increases inequality and threatens democracy. Crown Publishing Group.
  54. Panagiotopoulos, I., ve Dimitrakopoulos, G. (2018). An empirical investigation on consumers’ intentions towards autonomous driving. Transportation Research Part C: Emerging Technologies, 95, 773–784. https://doi.org/10.1016/j.trc.2018.08.013
  55. Parker, L., Carter, C., Karakas, A., Loper, A. J., ve Sokkar, A. (2024). Graduate instructors navigating the AI frontier: The role of ChatGPT in higher education. Computers and Education Open, 6, 100176. https://doi.org/10.1016/j.caeo.2024.100176
  56. Paschen, J., Wilson, M., ve Ferreira, J. J. (2020). Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel. Business Horizons, 63(3), 403–414. https://doi.org/10.1016/j.bushor.2020.01.003
  57. Ratta, A. A., Muneer, S., ve Hassan, H. U. (2024). The impact of AI-generated advertising content on consumer buying intention and consumer engagement. Bulletin of Business and Economics, 13(2), 1152–1157.
  58. Reinhart, A., Markey, B., Laudenbach, M., Pantusen, K., Yurko, R., Weinberg, G., ve Brown, D. W. (2025). Do LLMs write like humans? Variation in grammatical and rhetorical styles. Proceedings of the National Academy of Sciences, 122(8), e2422455122. https://doi.org/10.1073/pnas.2422455122
  59. Rodgers, W., ve Nguyen, T. (2022). Advertising benefits from ethical artificial intelligence algorithmic purchase decision pathways. Journal of Business Ethics, 178(4), 1043–1061. https://doi.org/10.1007/s10551-022-05048-7
  60. Salvi, F., Horta Ribeiro, M., Gallotti, R., ve West, R. (2024). On the conversational persuasiveness of large language models: A randomized controlled trial. https://arxiv.org/abs/2403.14380
  61. Schatsky, D., Katyal, V., Iyengar, S., ve Chauhan, R. (2019). Can AI be ethical? Why enterprises shouldn’t wait for AI regulation. Deloitte Insights. https://www2.deloitte.com/content/dam/insights/us/articles/4604_S4S-AIandethics/DI_S4S-AI-and-ethics.pdf
  62. Sepetçi, N. (2017). Sosyal medyada mahremiyet algısının çöküşü: Instagram örneği [Yüksek lisans tezi, Marmara Üniversitesi].
  63. Shah, N., Engineer, S., Bhagat, N., Chauhan, H., ve Shah, M. (2020). Research trends on the usage of machine learning and artificial intelligence in advertising. Augmented Human Research, 5(10), 1–15. https://doi.org/10.1007/s41133-020-00038-8
  64. Sohn, K., ve Kwon, O. (2020). Technology acceptance theories and factors influencing artificial intelligence-based intelligent products. Telematics and Informatics, 47, 101324.
  65. Sok, S., ve Heng, L. K. (2023). Unveiling the ethical implications of ChatGPT in higher education. International Journal of Ethics in Education, 25(4), 567–589. https://doi.org/10.1007/s40889-023-00218-1
  66. Spears, N., ve Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues ve Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
  67. Süne, M., Akgün, L., ve Armutçu, B. (2023). Yapay zekânın satın alma davranışı üzerine etkisi. 6th Academic Studies Congress, 12–19.
  68. Wang, Y., Sun, S., Lei, W., ve Toncar, M. F. (2009). Examining beliefs and attitudes toward online advertising among Chinese consumers. Direct Marketing: An International Journal, 3(1), 52–66. https://doi.org/10.1108/17505930910945732
  69. Wang, Y., ve Sun, S. (2010). Assessing Beliefs, Attitudes, and Behavioral Responses toward Online Advertising in Three Countries. International Business Review, 19, 333-344.https://doi.org/10.1016/j.ibusrev.2010.01.004
  70. Wu, L., Dodoo, N. A., Wen, T. J., ve Ke, L. (2022). Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing. International Journal of Advertising, 41(4), 685–702. https://doi.org/10.1080/02650487.2021.1920218
  71. Yastıoğlu, S. (2023). Üretken yapay zekânın işletmelerde kullanımı: Fırsatlar ve tehditler. İ. Çeviktekin (Ed.), Yönetim bilişim sistemleri: İşletmelerde dijital dönüşüm yönetimi içinde (ss. 77-98). Özgür Yayınları.
  72. Yıldırım, E., ve Can, A. (2024). Yapay zekanın reklamcılık alanında kullanımı ve yapay zeka kullanılarak yazılmış reklam film senaryo analizi. Pamukkale Üniversitesi İletişim Fakültesi Dergisi, 3(2), 268–287.
  73. YouTube, (2024). Albeni x Yapay Zeka: Albeni severler favori paketini seçti! YouTube. https://www.youtube.com/watch?v=yO4PST26O_c
  74. Yu, Y. (2022). The role and influence of artificial intelligence on advertising industry. Proceedings of the 2021 3rd International Conference on Literature, Art and Human Development, 190–194. Atlantis Press. https://doi.org/10.2991/assehr.k.220105.037
  75. Zhang, Y. S., ve Kim, Y.-J. (2023). Exploring the potential of ChatGPT in advertising photography: A case study and validity research on elements in each production stage. The Journal of the Convergence on Culture Technology, 9(3), 205–211. https://doi.org/10.17703/JCCT.2023.9.3.205
  76. Zhao, W. X., Zhou, K., Li, J., Tang, T., Wang, X., Hou, Y.,. ve Wen, J. R. (2023). A survey of large language models. arXiv. https://doi.org/10.48550/arXiv.2303.18223
  77. Zhao, W. X., Zhou, K., Li, J., Tang, T., Wang, X., Hou, Y.,. ve Wen, J. R. (2023). A survey of large language models. arXiv. https://doi.org/10.48550/arXiv.2303.18223