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September 10, 2025OPUS Toplum Araştırmaları Dergisi

Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

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Authors

CSCan Saygıner

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Overview

Survey examines how consumer perceptions of credibility and entertainment impact advertisement viewing behavior.

Key Points

  • Informativeness and credibility significantly enhanced perceived entertainment, positively affecting advertisement viewing behavior.
  • The model explained 37.3% of the variance in advertisement viewing behavior, indicating moderate explanatory power.
  • Economic contribution, representing innovation, had a direct and significant effect on viewing behavior.
  • Insights gained can help marketers optimize digital advertising strategies in the context of artificial intelligence.

Cite This Study

Can Saygıner (2025) studied this question.

synapsesocial.com/papers/68c23fc3b210217d6479859fhttps://doi.org/10.26466/opusjsr.1706956
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