Abstract

Digital platforms such as social media and applications with AI capabilities have been used by companies to promote products and services because of easy accessibility through mobile devices, variety that they offer, simplicity of use and quick transactions (Kathuria et al. 2020). The perceived intrusiveness of these advertisements leads to higher levels of irritation and results in avoiding such advertisements (Edwards et al. 2002) affecting advertising effectiveness and brand image (Goodrich et al. 2015). Building on contexture theory, this study introduces a framework integrating both advertiser factors and customer factors to understand their impact on the dual outcomes of AI-augmented email advertisements. The mediating effect of perceived intrusiveness will also be investigated. In addition, this study will compare the differences of the impact between samples from the US and China. The study intends to answer the following questions: 1). What are the factors that influence the sharing of AI-augmented email advertisements and how do they affect the intention to recommend them or avoid? 2). How does perceived intrusiveness mediate the relationships between the factors and the intention to recommend or avoid AI-augmented email advertisements? 3). Are there any differences in the impact mechanism between the US and Chinese samples? We seek to provide inputs to industry practitioners and guide them in designing effective strategies using AI-augmented email advertisements for more precise market reach and positive outcomes.

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