The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI

Michael Gerlich ()
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Michael Gerlich: Management Department, SBS Swiss Business School, Flughafenstrasse 3, Kloten, CH-8302 Zurich, Switzerland

Administrative Sciences, 2023, vol. 13, issue 8, 1-21

Abstract: In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to investigate the impact of virtual influencers on customers and whether there is a direct impact on human influencers due to the rise of virtual influencers in the industry. The study employed a questionnaire-based survey method to collect and analyse responses from a sample of 357 participants. The questions focus on trust, credibility, expertise, and contribution to purchase intention by the virtual influencers. The results indicate that customers are increasingly attracted to virtual influencers and that virtual influences are perceived as more trustworthy, credible, and relevant to customers’ preferences, leading to an increase in purchase intention. The study also discusses the implications of these findings for managers designing marketing campaigns.

Keywords: virtual influencers; consumer behaviour; artificial intelligence; consumer perception; social media marketing; influencer marketing (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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