The Moderating role of Content Creation Cost on the relationship between Generative Adversarial Network (GAN) marketing success in Content Marketing: Empirical Evidence from Automotive Industry of the UK

Abstract

This study investigates the moderating role of content creation cost on the relationship between Generative Adversarial Network (GAN) usage and marketing success of content marketing within the UK automotive industry. Drawing on the technology acceptance model (TAM) and the Model of Perceived Sacrifice, the study examines how GANs usage impact marketing success, with content creation cost as a potential moderator. Using a quantitative survey of 385 participants and SmartPLS for data analysis, the findings reveal behavioral intention (BI) to use GANs significantly influences marketing success, while perceived usefulness (PU) and perceived ease of use (PEU) have no direct impact. Moreover, content creation cost does not moderate the relationship between GAN usage and marketing outcomes. These results provide insights into the specific dynamics of technology adoption and content marketing success in the automotive sector, highlighting the importance of behavioral intention over perceived functionality and cost.