Human-made Catastrophe and the Role of AI-Driven Media Exposure in Product Rejection using the Theory of Planned Behaviour (TPB)

Nazaruddin, La Ode; Aulia, Qisthina; Juniarsih, Triara; Fekete-Farkas, Mária; Szabó, Kinga

doi:10.22059/ijms.2026.388564.677311

Human-made Catastrophe and the Role of AI-Driven Media Exposure in Product Rejection using the Theory of Planned Behaviour (TPB)

Articles in Press

Document Type : Research Paper

Authors

La Ode Nazaruddin ¹

Qisthina Aulia ²

Triara Juniarsih ¹

Mária Fekete-Farkas ³

Kinga Szabó ⁴

¹ Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences (MATE) - Szent István Campus, Pater Karoly Utca 1, 2100 Gödöllő, Hungary.

² Correctional Polytechnic, Jl. Raya Gandul, Depok, West Java, Indonesia.

³ Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences - Szent István Campus, Pater Karoly Utca 1, 2100 Gödöllő, Hungary.

⁴ Institute of Rural Development and Sustainable Economy, Hungarian University of Agriculture and Life Sciences, Pater Karoly Utca 1, 2100 Gödöllő, Hungary.

10.22059/ijms.2026.388564.677311

Abstract

The present study aims to investigate the role of artificial intelligence (AI)-driven media exposure in shaping boycott intention and boycott behaviour during the Israel-Gaza crisis since the end of 2023. A questionnaire survey was adopted. Social media distributed an online questionnaire to respondents in some Indonesian provinces. Five hundred four observations were used in statistical analysis using a higher-order construct under CB-SEM with smartPLS 4. The result demonstrated the following facts. Boycott intention was directly affected by media exposure (measured through social media use and viral-recommended content) and indirectly by media exposure through perceived behavioural control. In addition, boycott behaviour was directly affected by media exposure and, indirectly, by media exposure through boycott intention. The boycott behaviour was successful because of the development of AI technology, which supports content recommendations for social media users through content-based filtering, collaborative filtering, and hybrid recommendation systems. The present study confirmed the extended model of social cognitive theory of media exposure, in which the role of the social system in affecting behavioural change was not well established. The present study has some academic and scientific implications. Moreover, the present study successfully combined the TPB model with cultivation theory and social cognitive theory.

Keywords

Product boycott

unethical business practices

social cognitive theory

artificial intelligence

and viral and recommended content

Subjects