The Dissemination Effects of AI-Generated Advertising Content on Xiaohongshu: An Analysis Based on User Perceptions and Behavioral Intentions

Due to the rapid advancement of generative artificial intelligence technology, AIGC applications are becoming more prevalent in the marketing sector. More people are able to independently create AI-generated images and movies due to the widespread use of AI applications on the internet. Users continue to differ on this type of content. This study examines consumers' behavioral intentions and perceptions of the differences between AI-generated and conventional human-created advertisements using a scenario-simulation questionnaire survey on the Xiaohongshu platform. The findings demonstrate that although AI-generated advertisements are quite good at first capturing viewers' attention, they have significant shortcomings in terms of inspiring emotional resonance and social sharing intent. According to data analysis, "perceived unnaturalness" is the primary psychological mediating process that underlies this paradox in communication. According to this study, advertisements created by humans have a clear advantage when it comes to influencing user attitudes and behavior. This study gives strategic insights for brand marketing techniques as well as empirical support for comprehending the bounds of AIGC's social media dispersion.