Human vs AI Influencers: An Empirical Analysis of Consumer Behaviour

Abstract

With the evolving landscape of digital marketing, Artificial Intelligence (AI) has made a significant impact, especially in the area of influencer marketing. In addition to real influencers, virtual influencers created by AI are also becoming a popular tool for brands to market products, communicate with audiences, and influence consumer perception on social media. But there has been comparatively little research on comparing the consumer's response to AI-generated and human influencers using a common behavioral framework. The current research work examines how perceived authenticity, trust, attractiveness, consumer engagement, and familiarity with AI affect consumer purchase intentions and brand perception when it comes to AI and human influencers. This study used an empirical survey method with a stimulus approach that was carried out with a structured questionnaire with a 5-point Likert scale. The survey was conducted with 268 active social media users who know about the use of influencer-generated content on platforms like Instagram, YouTube and TikTok. The data was analysed using statistical techniques such as Cronbach's alpha, descriptive statistics, Independent Sample t-test, One Way ANOVA and Multiple regression analysis. A proposed framework was suggested by authors in this work that highlighted the alignment of AI-enabled marketing ecosystems with sustainability-oriented digital transformation and relevant Sustainable Development Goals (SDGs). The results suggest that the trust, consumer engagement and perceived authenticity have a significant impact on purchase intention for the products promoted by the influencer. Comparative analysis also shows that human influencers are more likely to create content that is perceived as authentic and trustworthy than AI influencers. But, the familiarity of AI positively influences the engagement of consumers with AI influencers. The study adds to the body of research on AI-influenced marketing by offering comparative insights into consumer response to AI and human influencers. The results could help marketers, advertisers and digital strategists craft efficient influencer marketing strategies to meet the rapidly changing world of AI-driven social media.