Persuasive power of artificial intelligence-generated ads: exploring online behaviour among Gen Z internet users in Nigeria

Authors

  • Ignatius Nwoyibe Ogbaga
    Department of Computer Science, David Umahi Federal University of Health Sciences, P.M.B 211, Uburu, Ebonyi State, Nigeria
    Institute for Machine Learning, Robotics and Artificial Intelligence Research, David Umahi Federal University of Health Sciences, P.M.B 211, Uburu, Ebonyi State, Nigeria
  • Henry Friday Nweke
    Computer Science Department, David Umahi Federal University of Health Sciences, P.M.B 211,Uburu, Ebonyi State, Nigeria
    Institute for Machine Learning, Robotics and Artificial Intelligence Research, David Umahi Federal University of Health Sciences, P.M.B 211, Uburu, Ebonyi State, Nigeria
    https://orcid.org/0000-0001-5196-764X

Keywords:

Artificial intelligence, AI-generated ads, Gen Z, Online behaviour, Persuasive technology

Abstract

Advertisements created by artificial intelligence (AI) models are becoming increasingly common in digital marketing, prompting inquiries about their impact on consumer behavior. This research analyzes the effectiveness of AI-created advertisements among Generation Z (Gen Z) Nigerian online users, a group recognized for its significant online activity and distinctive behaviour patterns. The study examines key elements such as personalization, emotional attraction, platform-specific differences, and trust to analyze how these advertisements affect user behavior. Using persuasive technology and a mixed-method strategy, the study integrated an extensive examination of 25 pertinent studies obtained from Google Scholar, IEEE Xplore, and SpringerLink databases with a survey of 205 Gen Z participants carried out over six months (July–December 2024). Data were examined to identify trends in user feedback across various platforms, emotional resonance, and demographic traits. The outcome of the research indicated that personalization and emotional resonance greatly improve the effectiveness of AI-generated advertisements, with humour and relatability having especially strong effects. Instagram and TikTok became the leading platforms, with gender disparities showing a bit more engagement from male users. Even with a fair amount of trust in these advertisements, doubt continues to be a significant obstacle to wider acceptance. The research uncovered that AI-created ads have a moderate impact on the online behaviour of Gen Z Nigerians, indicating significant room for enhancement. This study adds to the expanding understanding of artificial intelligence's influence in contemporary marketing and its effects on society.

Dimensions

[1] K. M. R. Taufique & M. Mahiuddin Sabbir, “The future of digital marketing: how would artificial intelligence change the directions?,” in Computational Intelligence for Modern Business Systems: Disruptive Technologies and Digital Transformations for Society 5.0, S. Kautish, P. Chatterjee, D. Pamucar, N. Pradeep & D. Singh (Eds.), Springer, Singapore, 2024, pp. 157–183. https://doi.org/10.1007/978-981-99-5354-7_9. DOI: https://doi.org/10.1007/978-981-99-5354-7_9

[2] R. Bhalla, P. Tiwari & N. Chowdhary, “Digital natives leading the world: paragons and values of Generation Z,” in Generation Z marketing and management in tourism and hospitality, N. Stylos, R. Rahimi, B. Okumus & S. Williams (Eds.), Palgrave Macmillan, Cham, 2021. https://doi.org/10.1007/978-3-030-70695-1_1. DOI: https://doi.org/10.1007/978-3-030-70695-1_1

[3] A. O. Dunmade & A. Tella, “Social media use and its implications on cyberethical behaviour in Nigeria: perspectives of Generation Z girls,” Journal of Cyberspace Studies 7 (2023) 23. https://doi.org/10.22059/jcss.2023.351174.1082.

[4] O. Olaitan, “The impact of social media (Twitter, Facebook and Instagram) on consumer behaviour in Nigeria”, Ph.D. dissertation, Department of Business Administration, Dublin Business School, Dublin, Ireland, 2021. [Online]. Available: https://esource.dbs.ie/server/api/core/bitstreams/fe5c0169-0a78-407e-b462-bd9dbe7c85cb/content.

[5] S. I. Alice & O. D. Ebuka, “The potential and challenges of AI adoption in marketing across Africa: opportunities for digital transformation,” Business and Investment Review 2 (2024) 140. https://doi.org/10.61292/birev.140.

[6] J. Lee & I. B. Hong, “Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity,” International Journal of Information Management 36 (2016) 360. https://doi.org/10.1016/j.ijinfomgt.2016.01.001. DOI: https://doi.org/10.1016/j.ijinfomgt.2016.01.001

[7] A. G. Kalaij, Y. Handoko & I. K. Rachmawati, “The influence of digital marketing, service quality, and product innovation on customer loyalty in beauty industry,” Jurnal Ilmiah Manajemen Kesatuan 13 (2025) 161. https://doi.org/10.37641/jimkes.v13i1.3070. DOI: https://doi.org/10.37641/jimkes.v13i1.3070

[8] J. Kietzmann, J. Paschen & E. Treen, “Artificial intelligence in advertising: how marketers can leverage artificial intelligence along the consumer journey,” Journal of Advertising Research 58 (2018) 263. https://doi.org/10.2501/JAR-2018-035. DOI: https://doi.org/10.2501/JAR-2018-035

[9] Q. Tran, “Generative AI in digital advertising”, B.Sc. thesis, Department of Computer Science and Engineering, University of Oulu, Oulu, Finland, 2024. Available: https://urn.fi/URN:NBN:fi:oulu-202406124403.

[10] M. H. Huang & R. T. Rust, “A strategic framework for artificial intelligence in marketing,” Journal of the Academy of Marketing Science 49 (2021) 30. https://doi.org/10.1007/s11747-020-00749-9. DOI: https://doi.org/10.1007/s11747-020-00749-9

[11] J. B. Stiff & P. A. Mongeau, “Persuasive communication,” Guilford Publications (2016). [Online]. Available: https://books.google.com.ng/books?id=DIsoDAAAQBAJ.

[12] I. N. Ogbaga, H. F. Nweke & J. N. Ndunagu, “Deploying persuasive technology model in the prevention and control of malaria in Nigeria to reduce incidence of deaths,” African Scientific Reports 2 (2023) 130. https://doi.org/10.46481/asr.2023.2.3.130. DOI: https://doi.org/10.46481/asr.2023.2.3.130

[13] I. N. Ogbaga, M. Nkwo, A. Ifeyinwa & R. Orji, “Co-designing with users: towards a persuasive app to promote the adoption of appropriate malaria prevention and control behaviours in developing nations”, in Proc. 4th International Workshop on Persuasive Technology for Behaviour Change, Aachen, Germany, 2022, CEUR Workshop Proceedings, vol. 3153, pp. 1–7. Available: https://ceur-ws.org/Vol-3153/ paper14.pdf

[14] B. J. Fogg, “A behaviour model for persuasive design”, in Proc. 4th Int. Conf. Persuasive Technology, Claremont, CA, USA, 2009, pp. 1–7. Available: www.bjfogg.com. DOI: https://doi.org/10.1145/1541948.1541999

[15] H. Oinas-Kukkonen & M. Harjumaa, “Persuasive systems design: key issues, process model and system features,” in Routledge Handbook of Policy Design, Routledge, 2018, pp. 87–105. https://www.taylorfrancis.com/chapters/edit/10.4324/9781351252928-6/persuasive-systems-design-harri-oinas-kukkonen-marja-harjumaa DOI: https://doi.org/10.4324/9781351252928-6

[16] R. E. Petty & J. T. Cacioppo, Communication and persuasion: central and peripheral routes to attitude change, Springer Science & Business Media, New York, USA, 2012. [Online]. Available: https://books.google.com.ng/books?id=nFFDBAAAQBAJ.

[17] A. Lang, “Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages,” Journal of Communication 56 (2006) S57. https://doi.org/10.1111/j.1460-2466.2006.00283.x. DOI: https://doi.org/10.1111/j.1460-2466.2006.00283.x

[18] I. Ag´ardi & M. Al, “Do digital natives use mobile payment differently than digital immigrants? A comparative study between Generation X and Z,” Electronic Commerce Research 24 (2024) 1463. https://doi.org/10.1007/s10660-022-09537-9. DOI: https://doi.org/10.1007/s10660-022-09537-9

[19] E. A. Vogels, R. Gelles-Watnick & N. Massarat, “Teens, social media and technology”, Pew Research Center, Washington, DC, USA, 2022. https://www.pewresearch.org.

[20] M. F. Amadu, “Digital divide or digital opportunities: interrogating online news consumption pattern of Ghanaian tertiary students,” Cogent Social Sciences 10 (2024) 2424987. https://doi.org/10.1080/23311886.2024.2424987. DOI: https://doi.org/10.1080/23311886.2024.2424987

[21] R. G. Duffett, “Influence of social media marketing communications on young consumers’ attitudes,” Young Consumers 18 (2017) 19. https://doi.org/10.1108/YC-07-2016-00622. DOI: https://doi.org/10.1108/YC-07-2016-00622

[22] D. H. Bassiouni & C. Hackley, “Generation Z children’s adaptation to digital consumer culture: a critical literature review,” Journal of Customer Behaviour 13 (2014) 113. https://doi.org/10.1362/147539214X14024779483591. DOI: https://doi.org/10.1362/147539214X14024779483591

[23] C. Gur˘au, “A life-stage analysis of consumer loyalty profile: comparing Generation X and millennial consumers,” Journal of Consumer Marketing 29 (2012) 103. https://doi.org/10.1108/07363761211206357. DOI: https://doi.org/10.1108/07363761211206357

[24] D. O. Adebayo, G. K. Asumadu-Boateng, C. Onuchukwu & N. Gift, “The impact of online advertisements on the purchasing habits of Nigerian university students: a case study of Adekunle Ajasin University Akungba Akoko, Ondo State,” World Journal of Advanced Research and Reviews 23 (2024) 563. https://doi.org/10.30574/wjarr.2024.23.1.1998. DOI: https://doi.org/10.30574/wjarr.2024.23.1.1998

[25] F. Nabilla, “Advertising attitude, green purchase intention and environmental concern: promoting functional versus emotional appeals,” International Journal of Business and Administrative Studies 5 (2019) 199. https://doi.org/10.20469/ijbas.5.10003-4. DOI: https://doi.org/10.20469/ijbas.5.10003-4

[26] I. Okonkwo, J. Mujinga, E. Namkoisse & A. Francisco, “Localization and global marketing: adapting digital strategies for diverse audiences,” Journal of Digital Marketing and Communication 3 (2023) 66. https://doi.org/10.53623/jdmc.v3i2.311. DOI: https://doi.org/10.53623/jdmc.v3i2.311

[27] Y. A. Jeon, Y. Ryoo & H. J. Yoon, “Increasing the efficacy of emotional appeal ads on online video-watching platforms: the effects of goals and emotional approach tendency on ad-skipping behaviour,” Journal of Advertising 53 (2024) 1. https://doi.org/10.1080/00913367.2022.2073299. DOI: https://doi.org/10.1080/00913367.2022.2073299

Impact of AI-generated ads across different platforms.

Published

2025-10-15

How to Cite

Persuasive power of artificial intelligence-generated ads: exploring online behaviour among Gen Z internet users in Nigeria. (2025). African Scientific Reports, 4(3), 301. https://doi.org/10.46481/asr.2025.4.3.301

Issue

Volume 4, Issue 3, December 2025 (In Progress)

Section

MATHEMATICAL SCIENCES SECTION
Copyright & Licensing

Copyright (c) 2025 Ignatius Nwoyibe Ogbaga, Henry Friday Nweke

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Persuasive power of artificial intelligence-generated ads: exploring online behaviour among Gen Z internet users in Nigeria. (2025). African Scientific Reports, 4(3), 301. https://doi.org/10.46481/asr.2025.4.3.301

Most read articles by the same author(s)