{"@context":{"aiiso":"http:\/\/purl.org\/vocab\/aiiso\/schema#","arm":"https:\/\/ld4p.github.io\/arm\/core\/ontology\/0.1\/","bf":"http:\/\/id.loc.gov\/ontologies\/bibframe\/","bib":"https:\/\/bibliotek-o.org\/","bibo":"http:\/\/purl.org\/ontology\/bibo\/","cito":"http:\/\/purl.org\/spar\/cito\/","classSchemes":"http:\/\/id.loc.gov\/vocabulary\/classSchemes","dbo":"http:\/\/dbpedia.org\/ontology\/","dce":"http:\/\/purl.org\/dc\/elements\/1.1\/","dcmitype":"http:\/\/dublincore.org\/documents\/2000\/07\/11\/dcmi-type-vocabulary\/#","dcterms":"http:\/\/purl.org\/dc\/terms\/","ebucore":"http:\/\/www.ebu.ch\/metadata\/ontologies\/ebucore\/ebucore","edm":"http:\/\/www.europeana.eu\/schemas\/edm\/","foaf":"http:\/\/xmlns.com\/foaf\/spec\/#","frap":"http:\/\/purl.org\/cerif\/frapo","identifiers":"http:\/\/id.loc.gov\/vocabulary\/identifiers","ids":"http:\/\/id.loc.gov\/vocabulary\/identifiers\/","opaque":"http:\/\/opaquenamespace.org\/","pcdm":"http:\/\/pcdm.org\/models#","phaidra":"https:\/\/phaidra.org\/ontology\/","rdam":"http:\/\/rdaregistry.info\/Elements\/m\/","rdau":"http:\/\/rdaregistry.info\/Elements\/u\/","rdax":"http:\/\/rdaregistry.info\/Elements\/x\/","rdf":"http:\/\/www.w3.org\/1999\/02\/22-rdf-syntax-ns#","rdfs":"https:\/\/www.w3.org\/TR\/rdf-schema\/","relators":"http:\/\/id.loc.gov\/vocabulary\/relators","role":{"@context":{"aut":{"@container":"@list","@id":"http:\/\/id.loc.gov\/vocabulary\/relators\/aut"},"dgs":{"@container":"@list","@id":"http:\/\/id.loc.gov\/vocabulary\/relators\/dgs"}}},"schema":"http:\/\/schema.org\/","skos":"http:\/\/www.w3.org\/2004\/02\/skos\/core#","skosxl":"http:\/\/www.w3.org\/2008\/05\/skos-xl"},"@id":"https:\/\/phaidra.ustp.at\/o:7528","bf:note":[{"@type":"bf:Note","skos:prefLabel":[{"@language":"deu","@value":"Diese Masterarbeit untersucht, wie die Kennzeichnung von KI-generierten Inhalten in Werbemitteln die\nWahrnehmung und Bewertung durch Konsument*innen beeinflusst. Aufbauend auf dem\nSource-Credibility-Modell und dem Technology-Acceptance-Model wurde ein Experiment mit 200\nTeilnehmer:innen aus Wien und Niederösterreich durchgeführt. Dabei wurden verschiedene\nKennzeichnungsformen („KI-generiert“ vs. „von Menschen geprüft“) getestet. Die Ergebnisse zeigen, dass\n„von Menschen geprüfte“ Werbemittel sowohl hinsichtlich Markenvertrauen als auch Anzeigenbeurteilung\nsignifikant besser bewertet wurden. Zudem bestätigt sich ein positiver Zusammenhang zwischen der\nAttraktivität (Appeal) eines Werbemittels und der Akzeptanz von KI. Die Analyse belegt außerdem, dass\neigene Erfahrungen mit KI die Einschätzung von KI-generierten Werbeinhalten maßgeblich beeinflussen.\nDiese Ergebnisse verdeutlichen, dass transparente und positiv konnotierte Kennzeichnungen den Einsatz\nvon KI in der Werbung unterstützen können und liefern wichtige Implikationen für Marketingpraxis und\nRegulierung."}]},{"@type":"bf:Note","skos:prefLabel":[{"@language":"eng","@value":"This master’s thesis investigates how the labeling of AI-generated advertising content affects consumer\nperception and evaluation. Drawing on the Source Credibility Model and the Technology Acceptance\nModel, an experimental study with 200 participants from Vienna and Lower Austria was conducted.\nDifferent labeling strategies (“AI-generated” vs. “human-reviewed”) were tested. Results reveal that ads\nlabeled as “human-reviewed” achieved significantly higher ratings in terms of brand trust and overall ad\nevaluation. Furthermore, a strong positive relationship between perceived appeal and acceptance of AI\nuse in advertising was identified. The findings also indicate that individuals’ prior experience with AI\nstrongly influences their evaluation of AI-generated advertising content. These insights highlight the\nimportance of transparent and positively framed labeling for fostering consumer acceptance of AI in\nadvertising and provide valuable implications for marketing practice and policy-making."}]},{"@type":"bf:Note","skos:prefLabel":[{"@language":"deu","@value":"Fachhochschule St. Pölten, Masterarbeit 2025, Lehrgang Werbung und Markenführung"}]}],"dce:subject":[{"@type":"skos:Concept","skos:prefLabel":[{"@language":"deu","@value":"KI"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"deu","@value":"AI"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"deu","@value":"Werbung"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"deu","@value":"Werbesujets"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"AI"}]},{"@type":"skos:Concept","skos:prefLabel":[{"@language":"eng","@value":"Advertising"}]}],"dce:title":[{"@type":"bf:Title","bf:mainTitle":[{"@language":"deu","@value":"Inwiefern beeinflusst die Art der Kennzeichnung von KI-generierten Inhalten in Werbemitteln die Beurteilung dieser Inhalte durch Rezipient:innen – und welche Rolle spielt dabei die eigene Nutzung von KI?"}]}],"dcterms:language":["deu"],"dcterms:type":[{"@type":"skos:Concept","skos:exactMatch":["https:\/\/pid.phaidra.org\/vocabulary\/69ZZ-2KGX"],"skos:prefLabel":[{"@language":"eng","@value":"text"}]}],"ebucore:filename":["koschitz_anna_214309_mth.pdf.pdf"],"ebucore:hasMimeType":["application\/pdf"],"edm:hasType":[{"@type":"skos:Concept","skos:exactMatch":["https:\/\/pid.phaidra.org\/vocabulary\/PYRE-RAWJ"],"skos:prefLabel":[{"@language":"eng","@value":"other"},{"@language":"deu","@value":"sonstige"}]}],"edm:rights":["http:\/\/rightsstatements.org\/vocab\/InC\/1.0\/"],"role:aut":[{"@type":"schema:Person","schema:familyName":[{"@value":"Koschitz"}],"schema:givenName":[{"@value":"Anna"}]}],"role:dgs":[{"@type":"schema:Person","schema:familyName":[{"@value":"Kammerzelt"}],"schema:givenName":[{"@value":"Helmut"}]}]}