Publicação
From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
| Resumo: | 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. |
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| Autores principais: | Carvalho, Santiago Machado Leitão Ribeiro de |
| Assunto: | AI Influencers Anthropomorphism Authenticity CASA Framework Identification Purchase Intention SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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. |
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