“Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing
<p dir="ltr">Artificial intelligence (AI)-based virtual influencers are now frequently used by brands in various categories to engage customers. However, little is known about who the followers of these AI-based virtual influencers are and more importantly, what drives the followers...
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2024
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| _version_ | 1864513545564061696 |
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| author | S. Venus Jin (14779495) |
| author2 | Vijay Viswanathan (314324) |
| author2_role | author |
| author_facet | S. Venus Jin (14779495) Vijay Viswanathan (314324) |
| author_role | author |
| dc.creator.none.fl_str_mv | S. Venus Jin (14779495) Vijay Viswanathan (314324) |
| dc.date.none.fl_str_mv | 2024-01-18T09:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1007/s00146-023-01832-9 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/_Threatened_and_empty_selves_following_AI-based_virtual_influencers_comparison_between_followers_and_non-followers_of_virtual_influencers_in_AI-driven_digital_marketing/29445605 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Information and computing sciences Artificial intelligence Human-centred computing Psychology Social and personality psychology Virtual influencers Feeling artificial intelligence (AI) Need to belong Empty self Threats to human identities Human–AI interaction (HAII) Human-Robot-Interaction (HRI) |
| dc.title.none.fl_str_mv | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">Artificial intelligence (AI)-based virtual influencers are now frequently used by brands in various categories to engage customers. However, little is known about who the followers of these AI-based virtual influencers are and more importantly, what drives the followers to use AI-based virtual influencers. The results from a survey support the notion that compensatory mechanisms and the need to belong play important roles in affecting usage intentions of AI-based virtual influencers. Specifically, the study finds that usage intentions are mediated and moderated by compensatory mechanisms that arise from the perception of AI-based virtual influencers’ functional benefits and existential threats to human identity. Furthermore, the need for belonging moderates the effects of the following status (following versus non-following) on perceived personalization benefits of AI-based virtual influencers and behavioral intentions to use AI-based virtual influencers. This study provides important implications for academia delving into the social, cultural, and philosophical implications of AI-based virtual influencers for human societies as well as for brands that plan to use AI-based virtual influencers and gain a better understanding of their customers in AI-driven digital marketing.</p><h2>Other Information</h2><p dir="ltr">Published in: AI & SOCIETY<br>License: <a href="https://creativecommons.org/licenses/by/4.0" target="_blank">https://creativecommons.org/licenses/by/4.0</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1007/s00146-023-01832-9" target="_blank">https://dx.doi.org/10.1007/s00146-023-01832-9</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_aff3765be77332c1ea1363d81fd9fd20 |
| identifier_str_mv | 10.1007/s00146-023-01832-9 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/29445605 |
| publishDate | 2024 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketingS. Venus Jin (14779495)Vijay Viswanathan (314324)Information and computing sciencesArtificial intelligenceHuman-centred computingPsychologySocial and personality psychologyVirtual influencersFeeling artificial intelligence (AI)Need to belong Empty selfThreats to human identitiesHuman–AI interaction (HAII)Human-Robot-Interaction (HRI)<p dir="ltr">Artificial intelligence (AI)-based virtual influencers are now frequently used by brands in various categories to engage customers. However, little is known about who the followers of these AI-based virtual influencers are and more importantly, what drives the followers to use AI-based virtual influencers. The results from a survey support the notion that compensatory mechanisms and the need to belong play important roles in affecting usage intentions of AI-based virtual influencers. Specifically, the study finds that usage intentions are mediated and moderated by compensatory mechanisms that arise from the perception of AI-based virtual influencers’ functional benefits and existential threats to human identity. Furthermore, the need for belonging moderates the effects of the following status (following versus non-following) on perceived personalization benefits of AI-based virtual influencers and behavioral intentions to use AI-based virtual influencers. This study provides important implications for academia delving into the social, cultural, and philosophical implications of AI-based virtual influencers for human societies as well as for brands that plan to use AI-based virtual influencers and gain a better understanding of their customers in AI-driven digital marketing.</p><h2>Other Information</h2><p dir="ltr">Published in: AI & SOCIETY<br>License: <a href="https://creativecommons.org/licenses/by/4.0" target="_blank">https://creativecommons.org/licenses/by/4.0</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1007/s00146-023-01832-9" target="_blank">https://dx.doi.org/10.1007/s00146-023-01832-9</a></p>2024-01-18T09:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1007/s00146-023-01832-9https://figshare.com/articles/journal_contribution/_Threatened_and_empty_selves_following_AI-based_virtual_influencers_comparison_between_followers_and_non-followers_of_virtual_influencers_in_AI-driven_digital_marketing/29445605CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/294456052024-01-18T09:00:00Z |
| spellingShingle | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing S. Venus Jin (14779495) Information and computing sciences Artificial intelligence Human-centred computing Psychology Social and personality psychology Virtual influencers Feeling artificial intelligence (AI) Need to belong Empty self Threats to human identities Human–AI interaction (HAII) Human-Robot-Interaction (HRI) |
| status_str | publishedVersion |
| title | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| title_full | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| title_fullStr | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| title_full_unstemmed | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| title_short | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| title_sort | “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing |
| topic | Information and computing sciences Artificial intelligence Human-centred computing Psychology Social and personality psychology Virtual influencers Feeling artificial intelligence (AI) Need to belong Empty self Threats to human identities Human–AI interaction (HAII) Human-Robot-Interaction (HRI) |