Influence of Generated Social Media of FMCG Brаnds Texts on Consumer Behavior

The research paper examines the process of changing consumer behavior when human-written text is replaced by a machine-learning model generated in social media by FMCG brands. At the end of 2020, social media research in Russia showed a 30% increase compared to the end of last year. Previously consumer behavior was considered and limited only to user engagement, in this study it is conceptualized as a three-dimensional structure: engagement, cognitive and affective reactions after interaction with content on social media. Natural language generation (NLG) tools are now used as corporate activity tools that can draw conclusions from a large data set. Generated content in recent years is popularized and integrated into people's daily lives, the relevance of its use for brands in social networks is confirmed by the need to create a large number of creative solutions. Before the study, we built a model for generating texts in Russian language based on the analysis of existing texts of FMCG-brands in social media. The method of research is an online questionnaire. It is unknown how the consumer will behave when interacting with a computer-generated text.