The Role of Artificial Intelligence in Influencer Marketing

Dr. Muhammad Waqas Rana, Mohammad Shahnawaz Ashfaq and Dr. Faizah Yasir Jalbani
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Dr. Muhammad Waqas Rana: Assistant Professor, Department of Business Administration, Iqra University, Karachi, Pakistan
Mohammad Shahnawaz Ashfaq: Independent Researcher, Karachi, Pakistan
Dr. Faizah Yasir Jalbani: Adjunct Faculty, Faculty of Management Sciences, SZABIST, Karachi, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 3, 1-13

Abstract: Nowadays Influencer marketing is one of the most growing industry. Social media influencers are increasing with time and brands are moving towards endorsing themselves on digital platforms. AI is the new element for growing of influencer marketing and it will help influencers to improve their digital platforms. AI will be impacting positively with the help of the new ways to manage the campaigns of influencers or celebrities on social platforms. The new virtual social presence has made consumers interested in the virtual influencers which will also affect the perceived quality of products used by these influencers. The study is quantitative and data collected is on convenience sampling in non-probability. The instrument used to collect data was through questionnaire. The findings of the research showed positive impact of Artificial intelligence on Influencer marketing. All the independent variables celebrity endorsements, perceived quality and virtual social presence with the mediator Artificial intelligence showed positive relation with influencer marketing. The result was analyzed and processed through SPSS. This research will help influencers to use AI for effectiveness and to know about emerging AI influencers.

Keywords: Influencer marketing; Artificial intelligence; celebrity endorsements; perceived quality; virtual social presence (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:3:p:1-13

DOI: 10.61506/01.00431

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