Publicação
Redefining Realness in the Age of AI Influencers: Experimental Study on How Perceived Authenticity and Transparency Influence Following Intentions towards AI versus Human Influencers
| Resumo: | 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. |
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| Autores principais: | Figueirinha, Beatriz Travassos Albuquerque |
| Assunto: | AI influencers Following intentions Human influencers Perceived authenticity Transparency SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| 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: | 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. |
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