The research was conducted by Moch. Rizal, Zaenudin, Taufiqurahman, and Jazlyn Megan Proborini of Universitas Teknologi Muhammadiyah Jakarta and published in the International Journal of Asian Business and Development (Metropolis). The findings provide timely insights for businesses as AI-generated advertising becomes increasingly common across social media platforms.
As companies race to integrate artificial intelligence into marketing strategies, understanding how consumers respond to AI-produced content has become a critical issue. While AI can rapidly generate personalized advertisements, videos, captions, and promotional messages, marketers continue to debate whether consumers trust and respond to such content in the same way they respond to human-created marketing materials.
The study suggests that the answer is yes—but with an important condition: psychological alignment matters.
Why TikTok Became the Focus
TikTok has evolved from an entertainment platform into a major marketplace for brands, influencers, and online sellers. Its algorithm-driven content delivery system allows businesses to reach highly targeted audiences with personalized promotional messages.
The platform is particularly influential among younger consumers, including Generation Z and young millennials, who frequently use TikTok to discover products, evaluate brands, and make purchasing decisions.
According to the researchers, AI-generated content is increasingly being used to create engaging promotional materials tailored to specific audiences. However, evidence regarding its direct impact on purchase intention has remained limited.
To address this gap, the research team examined how TikTok users respond to AI-generated promotional content and whether a psychological factor known as self-congruence affects that relationship.
Understanding Self-Congruence
Self-congruence refers to the degree to which consumers believe that a product, brand, or marketing message matches their self-image.
People are generally more attracted to products and messages that reflect who they are, how they see themselves, or how they want others to perceive them. In marketing, this alignment often creates stronger emotional engagement and can influence buying decisions.
The researchers hypothesized that AI-generated content would be more effective when users perceive it as consistent with their own identity and values.
How the Study Was Conducted
The research used a quantitative survey approach involving active TikTok users in Indonesia who had interacted with promotional content on the platform.
Participants met several criteria:
- At least 17 years old
- Active TikTok users
- Had viewed or interacted with promotional content within the previous three months
Data were collected through an online questionnaire distributed via digital platforms and social media channels. The researchers then analyzed the responses using statistical modeling to examine relationships between AI-generated content, self-congruence, and purchase intention.
Most respondents were between 17 and 30 years old and reported using TikTok for more than one hour per day, indicating regular exposure to digital advertising and promotional content.
Key Findings
The study produced two major findings.
1. AI-Generated Content Increases Purchase Intention
The analysis showed a significant positive relationship between AI-generated content and consumers’ intention to purchase products.
Content that appeared personalized, relevant, visually attractive, clear, and consistent was more likely to encourage users to consider buying promoted products.
The statistical results demonstrated a strong positive effect, supporting the conclusion that AI-generated promotional content can successfully influence consumer behavior on TikTok.
2. Identity Alignment Makes AI Content More Persuasive
The second finding revealed that self-congruence significantly strengthens the relationship between AI-generated content and purchase intention.
Consumers were more likely to respond positively when promotional messages reflected their personal values, lifestyle, and identity.
In practical terms, this means that even sophisticated AI-generated advertisements may have limited impact if they fail to resonate with the audience’s sense of self.
The researchers found that consumers who perceived a stronger match between the content and their self-image showed substantially greater purchase intention than those who did not.
Implications for Businesses and Marketers
The findings carry important implications for companies investing in AI-powered marketing.
Many organizations currently use AI to automate content creation and improve efficiency. However, the study suggests that technological sophistication alone is not enough.
Businesses may achieve better results by combining AI capabilities with deeper insights into consumer psychology.
Rather than generating generic promotional messages, companies should focus on creating AI-powered content that reflects the interests, aspirations, lifestyles, and values of specific audience segments.
The research also highlights the importance of authenticity. Consumers may respond favorably to AI-generated content when it feels relevant and personally meaningful, but overly artificial or disconnected messaging could reduce its effectiveness.
As digital platforms become increasingly personalized, understanding psychological alignment may become a competitive advantage for brands seeking stronger engagement and higher conversion rates.
Academic Insight
The authors from Universitas Teknologi Muhammadiyah Jakarta emphasize that the effectiveness of AI-generated content depends not only on the quality of the technology itself but also on how well the content aligns with consumers’ psychological characteristics.
Their findings suggest that successful AI-driven marketing strategies should integrate both advanced content generation technologies and a strong understanding of consumer identity, values, and lifestyle preferences.
Author Profiles
Moch. Rizal – Researcher and academic at Universitas Teknologi Muhammadiyah Jakarta specializing in digital marketing, consumer behavior, and technology-driven business strategies.
Zaenudin – Lecturer and researcher at Universitas Teknologi Muhammadiyah Jakarta with expertise in marketing management and digital transformation.
Taufiqurahman – Academic and researcher focusing on marketing communication, digital media, and business technology.
Jazlyn Megan Proborini – Researcher at Universitas Teknologi Muhammadiyah Jakarta whose work explores consumer behavior, social media marketing, and digital business innovation.
Source
Article Title: The Effectiveness of AI-Generated Content in Increasing Purchase Intention: The Moderating Role of Self-Congruence among TikTok Users in Jakarta
Authors: Moch. Rizal, Zaenudin, Taufiqurahman, Jazlyn Megan Proborini
Affiliation: Universitas Teknologi Muhammadiyah Jakarta
Journal: International Journal of Asian Business and Development (Metropolis)
Year: 2026
Volume and Issue: Vol. 2, No. 1
DOI: https://doi.org/10.55927/metropolis.v2i1.6
URL: https://journalmetropolis.my.id/index.php/metropolis/index
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