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AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions
[journal 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 tr... view more
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.... view less
Keywords
marketing; virtualization; artificial intelligence; consumer; perception; buying behavior
Classification
Marketing
Free Keywords
virtual influencers; cgi influencers; AI-driven influencers; social media influencers; SMI; influencer marketing; consumer perceptions; purchase intentions
Document language
English
Publication Year
2023
Page/Pages
p. 165-174
Journal
Journal of AI, Robotics & Workplace Automation, 2 (2023) 2
Issue topic
AI and Marketing
ISSN
2633-5638
Status
Postprint; reviewed
Licence
Deposit Licence - No Redistribution, No Modifications