Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts in Advertising and Public Relations

Degree Level

Undergraduate

Department

Journalism

Advisor/Mentor

Reed, Joel

Committee Member

Mobley, Veronica

Second Committee Member

Sharp, Darinda

Third Committee Member

Siebrits, Helene

Abstract

This study examines how celebrity endorsements and the use of artificial intelligence (AI) influence voter perceptions in elections. To study the relationship between celebrity endorsements and AI, I used an experiment embedded in a survey with two conditions: one AI-generated celebrity endorsement and one AI-generated non-celebrity endorsement. Both endorsements were for a fictional candidate running for office on a platform of supporting maximum age limits of elected officials. In the celebrity condition, an AI-generated version of Dolly Parton’s voice was used. Participants then reported their perceptions of favorability, trustworthiness, recognition, fandom, and policy support. The results showed that participants who viewed the celebrity endorsement ad reported higher levels of candidate favorability and ad trustworthiness, but lower recognition that the ad was AI-generated. Participants with higher fandom of Dolly Parton did not report significantly higher levels of candidate favorability. Opinions of Dolly Parton and support for age limits did not vary across the conditions.

Keywords

AI-Generated; Trustworthiness; Celebrity endorsements; Campaign advertising; Fandom

Download

Share

COinS