AI VIRTUAL INFLUENCERS AND CONSUMER PURCHASE INTENTION: THE ROLE OF PERCEIVED AUTHENTICITY AND TRUST

Abstract

Artificial intelligence (AI)-generated virtual influencers are increasingly being used by brands to promote products and interact with consumers through social media platforms. Although virtual influencers provide advantages such as consistency, scalability, creative flexibility, and greater brand control, questions remain regarding whether consumers perceive them as authentic and trustworthy. The present study examines the influence of the perceived authenticity of AI virtual influencers on consumer purchase intention and investigates the mediating role of trust. A quantitative research design was adopted, and data were assumed to be collected from 100 social media users familiar with virtual influencer content through a structured questionnaire. Perceived authenticity, trust, and purchase intention were measured using five-point Likert-scale items. Reliability analysis, descriptive statistics, correlation analysis, regression analysis, and mediation analysis were employed. The illustrative findings indicate that perceived authenticity has a significant positive influence on trust and purchase intention. Trust also demonstrates a strong positive influence on purchase intention and partially mediates the relationship between perceived authenticity and purchase intention. The study highlights that the effectiveness of AI virtual influencer marketing depends not merely on technological novelty or visual appeal but substantially on consumers’ perceptions of genuineness and trustworthiness. The findings provide implications for brands seeking to incorporate AI-generated personalities into influencer marketing strategies.