Education and Media

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https://dspace.alquds.edu/handle/20.500.12213/10749

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Browsing Education and Media by Author "Habiba Khaled Mohamed"

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    THE IMPACT OF AI-GENERATED ADVERTISING CONTENT ON THE PURCHASING DECISION-MAKING PROCESS AMONG YOUTH
    (Deanship of Scientific Research - Al-Quds University, 2026-05-12) Habiba Khaled Mohamed; Logine Mohamed Tarek; Malak Mohamed Mostafa; Menatallah Ashraf Mohamed; Menna Amir Mohamed; Nour Kareem Ramadan; Weam Hesham Fathy; Yoana Magdy Zakaria; Aya Tarek Abd El Hady Said
    Background: Artificial intelligence has transformed the advertising landscape by enabling the production of highly sophisticated, visually appealing, and personalized content capable of influencing consumer perceptions and behaviors. Objectives: This study investigates the impact of AI-generated advertising content on the purchase decision-making process among young consumers. Methods: Using a descriptive qualitative approach, the study employs focus groups with 22 participants to explore their awareness of AI-generated advertisements, their perceptions of visual and behavioral cues, and the role of trust and realism in shaping their responses.