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AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions
Journal of AI, Robotics & Workplace Automation,
2
(2),
165-174
(2023)
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.
Keywords: virtual influencers; CGI influencers; AI-driven influencers; social media influencers; SMI; influencer marketing; consumer perceptions; purchase intentions
The full article is available to subscribers to the journal.
Author's Biography
Marvin Böhndel is Junior Product Manager at the German Internet retailer About You SE & Co. KG. He holds a Master’s degree in brand management from Macromedia University of Applied Sciences and a Bachelor’s degree in public relations and corporate communications from Kiel University of Applied Sciences.
Martin Jastorff is a professor for media management at Macromedia University of Applied Sciences in Hamburg, Germany. He received his PhD at University of Hamburg. Besides his academic career Martin has held various management and consulting positions in the media industry, most recently as head of strategic planning at the publisher Axel Springer AG. With his Dr. Jastorff Communication Consulting, he is active as a business consultant.
Christian Rudeloff is professor of media and brand management at Macromedia University of Applied Sciences. He received his PhD from the University of Hamburg. Prior to his academic career, he worked for several years as a senior communications consultant and corporate communications manager. Mr Rudeloff’s current research interests are brand management, strategic communication and entrepreneurship.
