Can AI Be Responsible? Message Cues, Attitudes, and Engagement Intentions Toward AI-Generated CSR Short-Form Videos
Abstract
This article discusses the impact of AI-crafted CSR short-form videos on users’ engagement intentions in digital promotion. Extending the Stimulus-Organism-Response (S-O-R) framework, the study proposes that perceived content quality, AI advertising credibility, emotional appeal, and information richness shape attitudes toward AI-generated CSR advertising, which then drive intentions to like, share, and comment. Survey data from 187 viewers were analyzed using structural equation modeling. Results show that credibility and content quality most strongly predict attitudes, and attitudes are the strongest drivers of engagement intention. Overall, AI-based CSR promotion can build trust while enhancing platform-level engagement.
Fields of Study & Subjects
Ethics and Social Impacts of AI
AI in Service Interactions
Explainable Artificial Intelligence (XAI)
Publication details
- Journal / source
- Journal of Promotion Management
- Publisher
- Informa UK Limited
- Volume
- 32
- Issue
- 3
- Pages
- 252–270
- Publication date
- 3 April 2026
- Language
- EN