Generational dynamics in the perception of AI-generated advertising and communication regarding organizational transparency

Description

This study surveys 459 consumers across four generational cohorts using partial least squares structural equation modeling with multi-group comparison.

Steps to reproduce

Data were collected via a self-administered, anonymous online questionnaire (Google Forms), covering: informed consent (GDPR-compliant, Reg. EU 2016/679); demographics (gender, education, employment, residence, birth year); two control items on advertising exposure and engagement; seven-point Likert scales measuring perceived characteristics of AI-generated ads, perceived eeriness, perceived intelligence, hedonism, perceived transparency, and acceptance of AI-generated advertising (adapted from validated instruments); two open-ended questions on likes/dislikes regarding an AI-generated ad recently viewed. The protocol was approved by the Research Ethics Subcommittee of the University of Oradea (Approval No. 74, Reg. No. 4576/31.03.2026) prior to data collection. Respondents were recruited via non-probability snowball sampling between March and June 2026; only adults (18+) were eligible. After data screening, 459 valid responses were retained and classified into generational cohorts (Pew Research classification: Baby Boomers, Generation X, Millennials, Generation Z). Data were exported as CSV and cleaned in Python (pandas). Reliability (Cronbach's alpha) and PLS-SEM were computed: a preliminary model in Python (Wold algorithm, Mode A, bootstrap n=1,000), followed by confirmatory estimation in SmartPLS 4 (bootstrap n=5,000; MICOM invariance testing; PLS-MGA for generational moderation, H8). Open-ended responses were coded thematically in ATLAS.ti 26.1.1 and visualized as word clouds.

Institutions

• University of Oradea

  Bihor County, Oradea

Categories

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