Supplementary Materials for "Generation Z's Response to AI-Generated Promotional Banner for MSMEs F&B: An Exploratory Qualitative Study"

This repository contains the supplementary research materials supporting the study "Generation Z's Response to AI-Generated Promotional Banner for MSMEs F&B: An Exploratory Qualitative Study." The study investigates how Generation Z consumers perceive, interpret, and respond to AI-generated promotional banners used by Food and Beverage (F&B) Micro, Small, and Medium Enterprises (MSMEs), examined through the Stimulus-Organism-Response (S-O-R) framework across participants' cognitive, affective, and behavioural reactions. The dataset includes the interview guide used to conduct semi-structured interviews, anonymized transcripts of interviews with seven Generation Z participants (P1–P7), and a README file describing the contents, structure, and usage guidelines of the repository.