Vibe Marketing and AI-Generated Content: Examining Consumer Trust, Perceived Authenticity, and Purchase Intention in the Age of Artificial Intelligence

  • Zainurrafiqi Zainurrafiqi Universitas Madura, Pamekasan, Indonesia
  • Istianah Asas Universitas Madura, Pamekasan, Indonesia
  • Enza Resdiana Universitas Wiraraja, Sumenep, Indonesia
  • Isnain Bustaram Universitas Madura, Pamekasan, Indonesia
  • Adriani Kusuma Universitas Madura, Pamekasan, Indonesia
  • Nurul Hidayati Universitas Al-Amien Prenduan, Sumenep, Indonesia
  • Aang Kunaifi Institut Agama Islam Al-Khairat, Pamekasan, Indonesia
DOI: https://doi.org/10.31538/iijse.v8i3.8910
Keywords: Vibe Marketing, Consumer Trust, AI-Generated Content, Perceived Authenticity, Purchase Intention

Abstract

This study aims to analyze the impact of vibe marketing and AI-generated content on consumer trust, perceived authenticity, and purchase intention. The sample consists of 200 consumers aged 18-45 who actively use digital platforms. The research uses a quantitative method with analysis through WarpPLS. The results show that vibe marketing has a positive effect on consumer trust, which in turn increases purchase intention. Additionally, AI-generated content influences perceived authenticity, which also affects consumers' purchase intention. The study also finds that consumer trust acts as a mediator in the relationship between vibe marketing and purchase intention. These findings provide important insights for developing more effective and ethical AI-based marketing strategies.

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Published
2025-12-29
How to Cite
Zainurrafiqi, Z., Asas, I., Resdiana, E., Bustaram, I., Kusuma, A., Hidayati, N., & Kunaifi, A. (2025). Vibe Marketing and AI-Generated Content: Examining Consumer Trust, Perceived Authenticity, and Purchase Intention in the Age of Artificial Intelligence. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 14556-14568. https://doi.org/10.31538/iijse.v8i3.8910
Issue
Vol 8 No 3 (2025): Sharia Economics
Section
Articles

Copyright (c) 2025 Zainurrafiqi Zainurrafiqi, Istianah Asas, Enza Resdiana, Isnain Bustaram, Adriani Kusuma, Nurul Hidayati, Aang Kunaifi

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