Jean-François Toti

Cet article explore les défis éthiques posés par l'intégration des intelligences artificielles génératives (IAg) dans la recherche académique. Il s’agit de mettre en exergue le questionnement actuel des chercheurs quant à son utilisation : entre gains de productivité et risques pour l'intégrité scientifique. Une analyse de la littérature est complétée par une étude qualitative auprès de 11 experts-IA et responsables de revues académiques en sciences de gestion. Elle souligne que les enjeux ne portent plus sur l’intégration de ces outils dans la recherche académique mais plutôt sur la façon d’y avoir recours de manière responsable et éthique. Elle suggère qu’il devient impératif d'établir et de diffuser - à 4 niveaux - des politiques claires concernant l'utilisation de l’IAg, tant pour les auteurs que pour les évaluateurs de la recherche (relecteurs et éditeurs).

Although it is legally required to have consumers’ consent to collect and use their personal data for retargeting practices, managers ignore how to design and communicate about privacy policies to drive subsequent acceptance of personalized advertising. Hence, this research examines the impact of the visibility of general conditions of use (GCU) on consumers’ perception of retargeting practices (perceived ethicality and ad intrusiveness) through the lens of attribution theory. Using seven empirical studies, the findings support that having highly visible GCU decreases consumers’ attribution of the responsibility for receiving retargeted advertising to the company. The thereby increased attribution to customers’ own responsibility, in turn, reduces perceived intrusiveness of in-app advertising and increases the perceived ethicality of the company. This relationship is moderated by their privacy concerns and the reminder of GCU acceptance at a different point during the mobile app usage. Results contribute to the online interactive marketing literature by investigating consumers’ subsequent acceptance of data usage and their ethical perception depending on GCU design and configurations.

Companies increasingly collaborate with social-media influencers to promote their products and services. Compared with micro-influencers, however, macro-influencers face difficulties maintaining authenticity and engagement. Given the changing regulations concerning these partnerships, the objective of this research is to investigate the moderating role of sponsorship disclosure in understanding large communities’ perceptions of authenticity and engagement. Using real data, Study 1 confirms the impact of community size on engagement in an inverted U-shaped manner and highlights the moderating role of disclosure messages. Study 2 determines perceived community sizes of micro and macro communities, and uses an experiment (n = 1,004) to highlight the mediating role of authenticity. Disclosure messages improve engagement for macro-influencers only when the message is published by the influencer (versus the platform or no message).

The growth of the Internet and the emergence of social media are facilitating interactions between organizations and consumers. Among shared contents, we can find advertising hijacking, which can take many forms : humorous, shocking or even ironic. This study examines the impact of militant hijacking advertising, shared by associations or NGOs, on the perception of the brands in question. On the basis of a real campaign using a hijacking advertising that raises a social issue, we conducted a quantitative study among 161 French Internet users. The results show that the credibility of the emitter is a prerequisite for the effectiveness of the hijacking advertising and that a link between the defended cause and the hijacked brand is necessary. Finally, the impact of hijacking advertising on perceived brand ethics is limited in the case we studied : a luxury brand. The subsequent research implications and future venues are then discussed.