Autenticita a morální odpor vůči AI-generovaným marketingovým sdělením

This master's thesis examines the impact of disclosed artificial intelligence authorship (human vs. AI) on the perception of marketing communication in the Czech environment. As a partial conceptual replication of the study by Kirk and Givi (2025), it adapts the original research to the Czech context and extends it with a moderating variable of product type (functional vs. emotional). The aim is to verify whether reduced perceived authenticity and moral resistance mediate the effect of authorship on customer loyalty and positive word-of-mouth even in a different cultural framework. A quantitative online experiment with a 2 × 2 between-subjects design (N = 185), complemented by a pilot test of the stimuli and measurement scales, is used for verification. The results showed that disclosed AI authorship reduces perceived authenticity, purchase loyalty, and positive word-of-mouth, with this relationship being fully mediated by a serial mediation through perceived authenticity and moral resistance. Only directional indications were found for the moderating role of product type. The thesis formulates implications for marketing practice regarding the use of generative AI in communication with respect to customer trust and brand reputation.