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

Author

Listed:
  • Böhndel, Marvin

    (About You SE & Co. KG, Germany)

  • Jastorff, Martin

    (Hochschule Macromedia, Germany)

  • Rudeloff, Christian

    (Hochschule Macromedia, Germany)

Abstract

Computer-generated virtual influencers are currently one of the most important brand communication trends driven by artificial intelligence (AI). 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 paper is to empirically investigate consumer perceptions of virtual influencers in comparison with traditional social media influencers. We conduct an exploratory experiment to test the effect of virtual and human influencers on perceived credibility, competence and likeability as well as on 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.

Suggested Citation

  • Böhndel, Marvin & Jastorff, Martin & Rudeloff, Christian, 2023. "AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 2(2), pages 165-174, December.
    • Handle: RePEc:aza:airwa0:y:2023:v:2:i:2:p:165-174
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    More about this item

    Keywords

    virtual influencers; CGI influencers; AI-driven influencers; social media influencers; SMI; influencer marketing; consumer perceptions; purchase intentions;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G2 - Financial Economics - - Financial Institutions and Services

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