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Redefining Realness in the Age of AI Influencers: Experimental Study on How Perceived Authenticity and Transparency Influence Following Intentions towards AI versus Human Influencers
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Resumo(s)
This thesis investigates whether perceived authenticity drives following intentions by
generative artificial intelligence (AI) influencers compared to human influencers and how
transparency about influencer type moderates this process. Perceived authenticity is
theorized as the main psychological mediator, while clear transparency of the influencer's
human or artificial type is important in determining the form of acceptance and trust. An
online survey, using a 2 x 2 between-subjects experimental design, manipulated influencer
type (AI-generated versus human) and transparency (high versus low) by presenting
comparable Instagram fashion posting stimuli. Participants evaluated perceived authenticity
and following intention using validated multi-item scales, and data were analyzed with various
statistical methods. Results show no statistically significant differences found in perceived
authenticity between human and AI influencers, nor were there direct effects of influencer
type on following intentions. Transparency also did not significantly moderate these
relationships. The only robust relationship identified was between perceived authenticity and
following intention, explaining approximately 49% of the variance. Moderated mediation
analysis (PROCESS Model 8) revealed no significant indirect effects or moderated mediation
index, as the confidence intervals included zero. Finally, exploratory analysis by nationality
showed that North American participants rated influencers as more authentic and
demonstrated greater following intention than Portuguese participants, suggesting that they
are more receptive to AI-generated content. The findings challenge the widespread
assumption that AI influencers are inherently less authentic. Instead, the results indicate that
audiences assess “realness” not through ontological status but through relational cues
embedded in the content. Overall, the results reframe perceived authenticity as a flexible
social construct and demonstrate that AI and human influencers can achieve similar levels of
following intention when designed to evoke genuine emotional connections.
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 Following intentions Human influencers Perceived authenticity Transparency SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption