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From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
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Orientador(es)
Resumo(s)
The present study aims to examine how anthropomorphism influences consumer perceptions
of AI influencers, with a focus on its impact on identification, authenticity, and purchase
intention. We leverage the CASA (Computers are Social Actors) framework to investigate how
human-like traits in AI influencers shape consumer attitudes and purchase intentions. Using a
quantitative approach, including a survey distributed in Portugal, the study analysed initial
impressions of AI versus human influencers. Our study centres on Spain’s first AI influencer,
Aitana Lopez, who is renowned for her sizable following and latest internet fame. Our findings
show that perceived anthropomorphism significantly influences consumers' wishful
identification and perceptions of authenticity, subsequently affecting their attitudes towards
the endorser and purchase intentions. These results support the hypothesis that higher levels
of anthropomorphism in AI influencers enhance consumer identification and authenticity
perceptions, leading to more positive attitudes and increased purchase intentions. Mediation
analysis indicates that wishful identification and authenticity play crucial intermediariesin this
process. Theoretically, this research contributes to understanding the realm of AI influencers
and computer-human interaction in marketing strategies and digital consumer behaviour.
From a managerial perspective, our findings provide insights for brands considering AI
influencers, highlighting the importance of fostering authenticity and identification to
enhance consumer engagement and drive purchase intentions. Overall, our work underscores
the increasing relevance of AI influencers in marketing and lays a foundation for further
studies to build upon in the rapidly evolving field of AI and digital marketing.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
AI Influencers Anthropomorphism Authenticity CASA Framework Identification Purchase Intention SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure