Virtual Influencers: A Win for Brands or a Dilemma for Human Creators

This study investigates the perception of human content creators about virtual AI influencers and their impact on influencer marketing. The research explores how virtual AI influencers affect purchase intentions compared to human influencers, considering factors such as perceived realism, human-like qualities, product involvement levels, and consumer trust. The study employed a quantitative research design with a sample of 258 respondents, using a structured questionnaire and statistical analyses including correlation, paired ttests, and regression. Key findings reveal a strong positive correlation between perceived realism of AI influencers and consumer trust. Virtual AI influencers were found to be more effective in influencing purchase intentions for low-involvement products, while human influencers were more effective for high- involvement products. Interactivity, content quality, and brand image significantly impact consumer purchase intentions for AI influencers. The research highlights the distinct yet complementary roles of virtual and human influencers in modern marketing. While virtual influencers offer advantages like control and cost-effectiveness, human influencers provide authentic, personal connections. The study concludes that the effectiveness of influencers varies based on product type and consumer perceptions, emphasizing the importance of strategic selection in influencer marketing campaigns. These insights contribute to understanding the evolving digital marketing landscape and offer practical strategies for leveraging both virtual and human influencers effectively.