Trust or Skepticism? Unraveling the Communication Mechanisms of AIGC Advertisements on Consumer Responses

Shoufen Jiang is affiliated with the Marketing Department/Experimental Teaching Center of the Business School, holding the title of Associate Professor and serving as a Master Supervisor. He can be contacted at betterlevel@sdu.edu.cn. His research focuses on consumer behavior research, marketing channel relationships, AI and digital intelligence marketing, and business model innovation—directions that align closely with the interdisciplinary focus of Journal of Theoretical and Applied Electronic Commerce Research, particularly in exploring the integration of digital technologies with e-commerce marketing and channel management. He completed his academic studies with a Bachelor of Management from the Department of Business at Shandong University in June 2002, a Master of Management from the School of Management at Shandong University in June 2009, and a Doctor of Management from the School of International Business Administration at Shanghai University of Finance and Economics in December 2016. His research achievements include publishing multiple high-quality papers in CSSCI and SSCI journals; notably, he contributed to more than 20 SSCI papers. Additionally, he teaches courses including Innovation and Entrepreneurship Management, Business Model Design, Channel Relationship Management, and Real Estate Marketing, and he integrates practical e-commerce cases to bridge academic theory with industry application.

Kong Haiyan is affiliated with the Tourism Management Department, Business School, holding the titles of Professor and PhD Supervisor. She can be contacted at konghaiyan@sdu.edu.cn. Her research focuses on sustainable development management, human resource management, AI and management innovation, and tourism and culture—with interdisciplinary extensions to e-commerce-related areas—aligning closely with the Journal of Theoretical and Applied Electronic Commerce Research’s focus. Academically, she has published over 80 peer-reviewed papers (including SSCI/CSSCI-indexed ones). Her e-commerce-related research explores digital technology applications in marketing and operations; it covers virtual influencer advertising’s effect on consumers, how AI awareness and leadership styles shape employee–AI collaboration, and AI’s role in boosting innovation in e-commerce-linked sectors (e.g., hospitality). These studies enrich digital marketing theory for e-commerce and offer practical guidance for platforms to refine strategies and efficiency. In teaching, she delivers courses like Human Resource Management, Tourism and Culture, and Research Methods, integrating digital/e-commerce cases to foster interdisciplinary thinking. As a PhD Supervisor, she has guided numerous students in digital marketing and e-commerce sustainability research, bridging academia and industry practice.