📄 Abstract
Generative Artificial Intelligence (GenAI) is reshaping digital marketing by enabling personalised, scalable, and innovative content, while simultaneously raising concerns regarding authenticity and consumer trust. This study examines how Perceived Authenticity, Perceived Personalization, and Perceived Usefulness/Innovation influence Brand Perception and Purchase Intention among Generation Z consumers, with Brand Perception serving as a mediating mechanism. A quantitative, cross-sectional research design was employed using data from 425 Generation Z consumers collected through a structured questionnaire based on five-point Likert-type scales. The data were analysed using descriptive statistics, reliability analysis, Pearson and Spearman correlations, multiple regression, variance inflation factors, HC3 robust standard errors, and bootstrapped mediation analysis based on 5,000 resamples. The findings indicate that Perceived Authenticity (β = .234), Perceived Personalization (β = .160), and Perceived Usefulness/Innovation (β = .407) significantly and positively influence Brand Perception. Brand Perception significantly predicts Purchase Intention (β = .520). Significant indirect effects were observed for Perceived Authenticity (β = .122), Perceived Personalization (β = .083), and Perceived Usefulness/Innovation (β = .212) through Brand Perception. The findings demonstrate that consumer responses to GenAI marketing translate into purchase intention substantially through broader brand evaluations. The study highlights the importance of combining AI-enabled innovation and personalization with authenticity and consistent brand positioning.
🏷️ Keywords
📚 How to Cite:
B. Chitra, Dr. S. Shanmugapriya , GENERATIVE AI MARKETING AND PURCHASE INTENTION AMONG GENERATION Z: THE MEDIATING ROLE OF BRAND PERCEPTION , Volume 12 , Issue 10, October 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 117 - 126 , DOI: https://doi.org/10.36713/epra31629