Research on the Influence of Artificial Intelligence Generated Content (AIGC) on Virtual Community Marketing

As an important branch of the field of artificial intelligence, the technology of Artificial Intelligence Generated Content (AIGC) has developed rapidly in recent years. With the popularity of the Internet and the development of social media, virtual community marketing has become one of the important means of enterprise marketing. More and more enterprises begin to try to apply AIGC technology to virtual community marketing, which has brought new opportunities and challenges for virtual community marketing. This study builds a conceptual model to explain the influence of AIGC on virtual community marketing. This model is tested on the survey data from some virtual communities in China. The empirical results show that the influence of AIGC (content multimodality and content interactivity) on virtual community marketing (forwarding intention and brand attitudes) are mediated by users’ perceived interestingness and perceived usefulness.