{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/127230"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/127230","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Understanding the effect of identity disclosure of humanlike artificial intelligence influencers through watermarking","abstract":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","abstract_html":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","abstract_has_math":false,"creators":["Park, Se Il"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Nelson, Michelle R.","Sar, Sela","Ham, Chang-Dae"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-12","date_published":"2024-12","updated_at":"2026-07-22T22:25:03Z","subjects":["Ai Advertising","Watermark","Ai Influencer","Identity Disclosure"],"languages":["eng","en"],"rights":["Copyright 2024 Se Il Park"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/127230","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Nelson, Michelle R.","Sar, Sela","Ham, Chang-Dae"]},{"key":"dc:creator","label":"Author","values":["Park, Se Il"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2024-12","2024-12-06"]},{"key":"dc:type","label":"Dc Type","values":["text","Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Ai Advertising","Watermark","Ai Influencer","Identity Disclosure"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["eng","en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2024 Se Il Park"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/127230"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","The student, Se Il Park, accepted the attached license on 2024-11-27 at 04:26.","The student, Se Il Park, submitted this Thesis for approval on 2024-11-27 at 05:07.","This Thesis was approved for publication on 2024-12-06 at 11:20.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21408 on 2025-03-28 at 14:26:56","As artificial intelligence (AI) technology continues to advance, it has become increasingly challenging to distinguish human influencers from AI-generated influencer personas. In response, the government has introduced watermarking as a measure to ensure transparency in the disclosure of influencers’ identities. Despite the importance of this issue, there has been a lack of research on the topic. To fill this gap, the present study aims to examine the effects of watermark disclosure of AI influencers’ identity and its influence on consumers’ purchase intentions, particularly in relation to the nature of the message being conveyed. Drawing on multidimensional persuasion knowledge and construal level theory, this study conducted a 2 (watermark: presence vs. absence) by 2 (message type: utilitarian vs. hedonic) between-subjects experiment and found that consumers exhibited higher purchase intentions when a watermark was present, and the message was utilitarian rather than hedonic. Furthermore, this interaction effect was sequentially mediated by consumer skepticism and dislike. Theoretical and practical implications are discussed."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Understanding the effect of identity disclosure of humanlike artificial intelligence influencers through watermarking"]}]}],"canonical_facts":{"dc:contributor":["Nelson, Michelle R.","Sar, Sela","Ham, Chang-Dae"],"dc:creator":["Park, Se Il"],"dc:date":["2024-12","2024-12-06"],"dc:description":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","The student, Se Il Park, accepted the attached license on 2024-11-27 at 04:26.","The student, Se Il Park, submitted this Thesis for approval on 2024-11-27 at 05:07.","This Thesis was approved for publication on 2024-12-06 at 11:20.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21408 on 2025-03-28 at 14:26:56","As artificial intelligence (AI) technology continues to advance, it has become increasingly challenging to distinguish human influencers from AI-generated influencer personas. In response, the government has introduced watermarking as a measure to ensure transparency in the disclosure of influencers’ identities. Despite the importance of this issue, there has been a lack of research on the topic. To fill this gap, the present study aims to examine the effects of watermark disclosure of AI influencers’ identity and its influence on consumers’ purchase intentions, particularly in relation to the nature of the message being conveyed. Drawing on multidimensional persuasion knowledge and construal level theory, this study conducted a 2 (watermark: presence vs. absence) by 2 (message type: utilitarian vs. hedonic) between-subjects experiment and found that consumers exhibited higher purchase intentions when a watermark was present, and the message was utilitarian rather than hedonic. Furthermore, this interaction effect was sequentially mediated by consumer skepticism and dislike. Theoretical and practical implications are discussed."],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/127230"],"dc:language":["eng","en"],"dc:rights":["Copyright 2024 Se Il Park"],"dc:subject":["Ai Advertising","Watermark","Ai Influencer","Identity Disclosure"],"dc:title":["Understanding the effect of identity disclosure of humanlike artificial intelligence influencers through watermarking"],"dc:type":["text","Thesis"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:03Z"}