생성형 AI 시대 마케팅 투명성과 검색 최적화 전략 : 맥락적 투명성 이론과 스타트업 브랜드 구축 프레임워크

This study investigates two key challenges in generative-AI marketing: Generative Engine Optimization (GEO) and AI disclosure. A systematic literature review was conducted across marketing, information systems, and communication, following MacInnis’ (2011) four-stage conceptual framework. The proposed Contextual Transparency Theory explains why disclosure produces positive effects for functional content through cognitive trust but negative effects for emotional content due to reduced authenticity. Technical and relational transparency operate through different mechanisms, with cultural orientation moderating these outcomes. GEO effectiveness is shaped by statistical evidence, credible sources, structured information, and contextual relevance. Integrating GEO with disclosure strategies enhances both visibility and trust within generative engines. Building on these insights, the study presents a four-step framework for startup brand building, positioning transparency as context-dependent rather than universally positive and offering practical guidance for resource-constrained firms in the generative-AI era.