Abstract
With AI influencers mimicking the characteristics and features of human influencers, "the distinction between human and virtual agents is growing smaller" (Seymore et al., 2019, p. 778). While some recent research has examined the impacts of virtual compared to human influencers, these studies have not considered that consumers may not be able to distinguish between human and AI influencers and how this lack of recognition may alter their response to influencer content. Therefore, this study examined whether consumers can distinguish between an AI and human influencer, and the factors the may aid participants in this distinction. Findings from a quantitative survey found that participants have difficulty distinguishing whether an influencer is virtual or not. Demographics, behaviours, nor the characteristics of the photos had significant impacts on the ability to identify whether the influencer was AI or human.
Original language | English |
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Title of host publication | Proceedings of the European Marketing Academy |
Publisher | European Marketing Academy |
Number of pages | 2 |
Publication status | Published - 31 May 2024 |
Event | 53rd Annual European Marketing Academy Conference - Bucharest, Romania Duration: 28 May 2024 → 31 May 2024 Conference number: 53 http://www.emac-online.org/ |
Conference
Conference | 53rd Annual European Marketing Academy Conference |
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Country/Territory | Romania |
City | Bucharest |
Period | 28/05/24 → 31/05/24 |
Internet address |