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Exploring User Emotional Responses to Human and GenAI Influencers
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| 1.36 MB | Adobe PDF |
Orientador(es)
Resumo(s)
In recent years, GenAI Influencers have emerged and gained new significance on social media
and in marketing advertisements, representing various opportunities. However, this does not
prove how users feel when observing content made by artificial intelligence, which
complicates how brands can use them. A sample of 110 social media users was randomly
selected and watched one video featuring either a GenAI or a Human Influencer. We
measured users’ emotions using the Face Reader, a Neuromarketing tool. Afterward, they
completed a questionnaire measuring their perception of the Competence and Warmth of the
observed influencer. The results showed that human influencers elicited higher levels of
emotional engagement and were perceived as more competent. However, no emotional
response mediated the relationship between influencer type and intention to follow. A
significant interaction was found: Human influencers were favored when perceived
competence was high, while GenAI influencers were more effective when competence was
low. Warmth, although a strong predictor of intention to follow, did not interact with
influencer type. According to these results, GenAI influencers might still be strategically useful
even if they do not generate the same emotional or cognitive evaluations as human
influencers. Brands may benefit from using GenAI influencers when innovation or costeffectiveness are priorities, and human influencers when emotional authenticity and high
competence are crucial. These findings emphasize the significance of matching influencer type
with campaign goals and contextual factors, and they provide marketers with useful advice on
how to customize influencer strategies based on audience expectations and perceived traits.
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
Neuromarketing GenAI Digital Influencers Consumer Emotions Social Media SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure