Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention

Abstract

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular as a novel method for brands to increase customer engagement and create purchase intention, but there is a scarcity of research on this emerging trend of marketing. The AI-based virtual influencers effect on consumer engagement and purchase intention remain largely unexplored. This study used a questionnaire-based survey method and 414 responses were collected. The result from the research shows that credibility, informative value and human-likeness are the major factors influencing consumer engagement purchase intention towards brands promoted through AI-based virtual influencers. The attractiveness and entertainment value of AI influencer’s social media posts affect consumer engagement but exhibit no effect on purchase intention. Theoretical and managerial recommendations related to AI influencers’ marketing are presented.

Keywords

• influencer marketing
• artificial intelligence (AI)
• social media
• virtual influencer
• AI influencer
• consumer engagement