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Trust formation in generative AI–supported mental health Services
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. …
- Study level
- Master of Philosophy
- Faculty
- Faculty of Business and Law
- School
- School of Advertising, Marketing and Public Relations
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