THE ROLE OF VIRTUAL INFLUENCERS IN SHAPING FASHION PREFERENCES AMONG MALAYSIAN GENERATION ALPHA: EXPLORING PERCEPTIONS, ENGAGEMENT AND CONSUMER TRUST THROUGH AI-DRIVEN CREATIVE LEARNING SPACES

This study investigates the dual impact of virtual influencers and AI-driven creative learning spaces on fashion preferences and ethical consumer behavior among Malaysian Generation Alpha (ages 6–13). Through a mixed-methods approach combining surveys (n=400) and experimental testing in AI-enhanced environments (n=100), the research quantifies engagement, trust, and critical thinking dynamics. Findings reveal that virtual influencers incorporating local cultural elements (e.g., Malay batik, modest Islamic fashion) achieve 75% higher engagement and 60% greater trust than generic personas. Urban-rural divides significantly moderate preferences, with urban youth favoring culturally aligned influencers and rural audiences preferring relatable, down-to-earth personas. AI-driven learning spaces, such as augmented reality (AR) classrooms and gamified modules, enhance critical thinking by 60%, enabling 75% of participants to identify sponsored content and reducing impulsive purchases by 40%. Demographic factors like gender and socioeconomic status further shape trust, with girls and higher-income families exhibiting stronger engagement. The study underscores the need for culturally tailored marketing and AI-integrated education to foster ethical decision-making. Recommendations include mandatory transparency disclosures for virtual influencers and infrastructure investments to bridge rural-urban digital divides.