Virtual vs human influencers: Can Instagram users detect the difference?

Danielle Barbe*, Alyaa Darwish, Maricak Aleksandra

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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 languageEnglish
Title of host publicationProceedings of the European Marketing Academy
PublisherEuropean Marketing Academy
Number of pages2
Publication statusPublished - 31 May 2024
Event53rd Annual European Marketing Academy Conference - Bucharest, Romania
Duration: 28 May 202431 May 2024
Conference number: 53
http://www.emac-online.org/

Conference

Conference53rd Annual European Marketing Academy Conference
Country/TerritoryRomania
CityBucharest
Period28/05/2431/05/24
Internet address

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