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AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions

Year: 2023

Type: article

Abstract: Computer generated virtual influencers are currently one of the most important brand communication trends driven by artificial intelligence. While numerous studies on human social media influencers already exist, the field of virtual influencers is still largely unexplored, which is especially true regarding their impact on consumer perceptions. Against this background, the aim of this study is to empirically investigate consumer perceptions of virtual influencers in comparison to traditional social media influencers. We conduct an exploratory experiment to test the effect of virtual and human influencers on credibility, competence, likability, and purchase intentions. The results show no significant differences between virtual and human influencers, except for the variable likeability. Implications for management and future research are discussed.

Source: Journal of AI, robotics & workplace automation.

DOI: 10.69554/wbsj7931

Authors: Marvin Böhndel, Martin Jastorff, Christian Rudeloff

Institution: Hochschule Macromedia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W4400998626

FWCI: 5.061

Cites: 6

Cited by: 32

Related to: 10