Oeconomica Jadertina, Vol. 15 No. 2, 2025.
Izvorni znanstveni članak
https://doi.org/10.15291/oec.4845
AI versus Human Content Creation on Instagram: Engagement Outcomes and Consumer Perceptions
Mara Ilinca Fron
orcid.org/0009-0008-7502-8688
; Babeș-Bolyai University, Cluj-Napoca, Romania
*
Cristina Fleseriu
orcid.org/0000-0003-1479-1790
; Babeș-Bolyai University, Cluj-Napoca, Romania
* Dopisni autor.
Sažetak
The study examines the comparative performance of content produced by humans versus that generated by AI on Instagram, focusing on both engagement metrics and consumer preferences. The aim is to determine if AI can equal or surpass human content creation in terms of reach, interaction, and perceived quality. A within-subjects field experiment was carried out on an established Instagram account with 770 followers. A total of twenty-four single-image culinary posts (12 human-created, 12 AI-generated) were released in alternating sequence. Engagement data were gathered through Instagram Insights and analysed using the Mann-Whitney U test. Additionally, two Instagram Story surveys were conducted to ascertain which elements of the posts (image, caption, recipe) had the most significant impact on engagement. The results showed that AI-generated content has the capability to produce comparable results in terms of likes, comments, shares, saves, reach, impressions, engagement rate, or engagement score. Human-generated content elicited more comments and hashtag impressions, whereas AI-generated content resulted in a higher number of profile visits and greater reach among non-followers. The survey findings indicated that visuals were the primary factor driving engagement at 64%, followed by recipe/information at 26% and captions at 10%. Consumers showed a preference for human visuals and recipes, although AI-generated captions were found to be more attractive. These results suggest complementary strengths, which have implications for hybrid content strategies. It is important to note that the study was confined to a single Instagram account within the culinary niche, utilizing static image posts. Therefore, the results may not be applicable to other industries, platforms, or content formats. Additionally, potential platform effects, such as shadow banning, along with the limitations of the AI tool in generating specific dishes, may have also impacted the outcomes. Future research should aim to test across various industries, platforms, and content formats to explore the long-term effects of AI in content creation.
Ključne riječi
Hrčak ID:
341774
URI
Datum izdavanja:
1.12.2025.
Posjeta: 1.991 *