La Publicidad y su Influencia en la Intención de Compra

The objective of this research was to evaluate the influence of human-generated and artificial intelligence-generated advertising on the purchase intention of a sustainable beverage among students at the Technical University of Machala. The sample consisted of 32 eighth-semester Marketing students. A mixed methodology was used, combining quantitative and qualitative approaches, to analyze the impact of three key factors in advertising: personalization, information, and emotional connection. The statistical results highlighted that artificial intelligence-based advertising showed a moderate to high positive association with purchase intention, evidenced by a significant chi-square value and a significant Cramer's V coefficient in the most salient indicators. In contrast, human-generated advertising did not present statistically significant relationships in these aspects. These findings suggest that artificial intelligence is a more effective tool for influencing purchasing decisions, underscoring its potential as a fundamental strategy in the marketing of sustainable products aimed at young consumers.