Study level

  • Master of Philosophy

Faculty/School

Faculty of Business and Law

School of Advertising, Marketing and Public Relations

Topic status

We're looking for students to study this topic.

Research centre

Supervisors

Associate Professor Udo Gottlieb
Position
Associate Professor / Master of Business Administration (MBA) Director
Division / Faculty
Faculty of Business & Law
Associate Professor Sven Tuzovic
Position
Associate Professor
Division / Faculty
Faculty of Business & Law

Overview

Generative Artificial Intelligence (GenAI) tools such as chatbots and AI companions are increasingly positioned as accessible forms of mental health support. However, user engagement with these services depends heavily on trust, particularly in contexts characterised by vulnerability, stigma, and emotional risk. Trust in mental healthcare differs from trust in other service settings, raising important questions for marketing and service researchers.

This project investigates how trust is formed and evaluated in GenAI‑supported mental health services from a consumer and service marketing perspective. It examines the role of service attributes such as transparency, empathy cues, perceived competence, and human oversight in shaping trust and continued use. The project aims to advance understanding of trust in AI‑mediated wellbeing services and generate insights for the responsible design and communication of AI mental health offerings.

Research activities

Indicative research questions

  • How do consumers form trust in GenAI mental health services?
  • Which service attributes most strongly influence perceived trustworthiness?
  • How does trust in GenAI services compare with trust in human‑delivered or hybrid care?

Indicative research methods

  • Qualitative interviews
  • Surveys
  • Experiments
  • Mixed‑method designs.

Skills and experience

This project is ideal for a candidate with strong research skills and academic writing.

Keywords

Contact

Contact the supervisor for more information