The Impact of AI Influencer vs. Human Influencer on a Social Media User’s Attitude toward a Product

A new kind of influencer, AI influencer, has gained increasing attention in influencer marketing. However, few researchers have yet figured out if AI influencers have passed the Uncanny Valley, compared them with human influencers, nor explored their effects on the social media user’s attitude toward product in marketing. This study aims to answer whether different influencer types and their interaction with product types and consumption contexts affect social media user’s attitude toward product differently and how social media users’ experience mediates the relationships. Two experiments are planned, with hopes to offer evidence and verification for the effect of the Uncanny Valley theory and its related Mind Perception hypothesis. Besides, the study will suggest marketers take distinguished promotion strategies for different product recommendations with various influencer types.