The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI
Year: 2023
Type: article
Study design: Observational Study
Abstract: In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to investigate the impact of virtual influencers on customers and whether there is a direct impact on human influencers due to the rise of virtual influencers in the industry. The study employed a questionnaire-based survey method to collect and analyse responses from a sample of 357 participants. The questions focus on trust, credibility, expertise, and contribution to purchase intention by the virtual influencers. The results indicate that customers are increasingly attracted to virtual influencers and that virtual influences are perceived as more trustworthy, credible, and relevant to customers’ preferences, leading to an increase in purchase intention. The study also discusses the implications of these findings for managers designing marketing campaigns.
Source: Administrative Sciences
Author: Michael Gerlich
Institution: SBS Swiss Business School
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,557
OpenAlex ID: W4385497952