Artificial Intelligence and Virtual Influencers as

Catalysts in the Evolution of Digital Marketing

Sutan Ahdirat Putra Andika Azharan Dhanial Dyah Wahyu Sukmaningsih
2503041193 2502064341 Information Systems Department,
Information System Department, Information System Department, School of Information Systems
School of Information Systems​ School of Information Systems Bina Nusantara University
Bina Nusantara University Bina Nusantara University Jakarta, Indonesia 11480
Jakarta, Indonesia 11480 Jakarta, Indonesia 11480 [email protected]
[email protected] [email protected]

Abstract—In the changing landscape of digital marketing, Comprehending consumer reactions necessitates a detailed
artificial intelligence (AI) and virtual influencers (VIs) are examination of the particular psychological factors involved [6].
becoming crucial tools, significantly altering consumer behaviors Crucial elements being examined encompass various aspects of
and brand approaches. This research examines the psychological attractiveness (source and physical), homophily, and the overall allure
and strategic factors that impact consumer trust, engagement, of virtual influencers [7]. These components collaborate to mold
and purchasing intent via AI-based marketing techniques. consumer views and directly affect trustworthiness, the likelihood of
Utilizing thorough data analysis, the study explores how engagement, and the overall sentiment toward these developing
influencer attractiveness, perceived resemblance, and general digital identities [8].
virtual persona interactions influence consumer reactions. The
study emphasizes that certain characteristics like visual realism, Apart from direct influence, consumer behavior is also
caption format, and emotional signals—especially displays of joy influenced by indirect psychological factors and the strategic
and astonishment—greatly boost user involvement. VI appeal environment [9]. This research explores the intermediary functions of
serves as a crucial factor that influences consumer behavior mimetic desire and brand attachment in the consumer
indirectly by mediating aspiration and brand affinity, decision-making process [10]. Moreover, the functional efficacy of
particularly when influenced by a strong alignment between virtual compared to human influencers is frequently influenced by
product and endorser. This study offers practical insights for product context; virtual influencers are generally regarded as more
marketers on creating AI influencers that are credible, trustworthy for utilitarian items because of their consistent
emotionally engaging, and strategically aligned with brand information, while human influencers typically perform better with
positioning and audience expectations by examining the overlaps hedonic products where emotional ties are essential [11]. This
of VI characteristics, consumer psychology, and brand strategy. differentiation emphasizes the necessity for strategic coherence
among the influencer, brand image, and product category to build
Keywords—Artificial Intelligence, Virtual Influencers, Digital trust.
Marketing, Influencer Appeal, Perceived Similarity, Aspiration,
Brand Connection, Reliability, Willingness to Engage, Consumer This study aims to thoroughly assess the various factors that
Perception influence consumer views and behaviors regarding AI-powered
virtual influencers [11]. Through a quantitative examination of
I. INTRODUCTION essential factors—such as attractiveness, homophily, trustworthiness,
and brand attachment—the research seeks to clarify the intricate
The incorporation of artificial intelligence (AI) into digital psychological processes influencing consumer behavior [12].
marketing has greatly changed the way brands interact and connect Additionally, the study aims to offer brands and marketers a practical
with consumers [1]. A significant advancement in this change is the framework that allows them to strategically create and implement AI
emergence of AI-driven virtual influencers personas to boost trust, engagement, and conversion in a more
(VIs)—computer-generated characters created to mimic human complex digital environment [13].
characteristics and social interactions [2]. These digital beings
provide brands with unique chances for managed, scalable, and II. LITERATURE REVIEW
strategically coherent messaging, prompting a significant change in
online marketing tactics across multiple social media networks [3].
A.​ Source Attractiveness, Physical Attractiveness, and Homophily
The efficacy of VIs arises from their capacity to cultivate Source attractiveness is a multi-faceted construct that extends
parasocial connections and replicate a genuine online presence, beyond mere physical appearance, encompassing attributes such as
essential as consumer engagement shifts towards increasingly similarity and likability that are crucial for fostering parasocial
visually captivating material [4]. Consumer engagement results from interactions [14]. In the context of virtual influencers (VIs), these
a combination of interconnected factors, such as credibility of the interactions are vital, especially when consumers recognize
source, alignment between influencer and product, and perceived
psychological and emotional cues that mimic human behavior [15].
value [5]. For example, visually lifelike avatars with emotionally
The two primary components of source attractiveness are physical
expressive characteristics—especially those showing happiness or
attractiveness and homophily [16]. Physical attractiveness of VIs
surprise—have been empirically associated with heightened social
media engagement metrics such as likes, shares, and comments. plays a significant, though often indirect, role in influencing
consumer behavior [17]. Homophily, or the perceived similarity
between the consumer and the influencer, is also a key factor [18]. influence [21]. The decision to follow a VI is a complex behavior
When a VI demonstrates authenticity through consistent messaging influenced by a combination of cognitive beliefs and affective
and visual congruence, they effectively replicate the trust responses [26]. Factors such as the perceived trustworthiness of the
mechanisms typically observed in human influencers [19]. influencer, a sense of similarity (homophily), and the physical appeal
of the VI all play a role [18]. Ultimately, a positive overall attitude
B.​ Virtual Influencer Attractiveness, Mimetic Desire, and Brand toward the brand and the influencer strongly predicts a consumer's
Attachment willingness to follow and engage with the VI's content on an ongoing
basis [27].
Virtual influencer attractiveness captures the overall appeal of a
VI, which in turn stimulates consumer responses like mimetic desire H6 : Trustworthiness has a significant positive impact on
and brand attachment [20]. When consumers are drawn to emulate a the Intention to Follow.
VI, they may develop a mimetic desire, leading them to form H7 : Homophily has a significant positive impact on the
symbolic bonds with the brand endorsed by the influencer [21]. This Intention to Follow.
emotional identification can be a powerful driver of brand H8 : Physical Attractiveness has a significant positive
attachment, loyalty, and repeated engagement, particularly when impact on the Intention to Follow.
there is a strong alignment between the influencer's identity and the H9 : Attitude towards the brand has a significant positive
brand's image [22]. The physical attractiveness of a VI does not impact on the Intention to Follow.
always directly impact purchase behavior; instead, it influences
consumer intentions through these mediating factors of mimetic III. RESEARCH METHODOLOGY
desire and brand attachment [7].
Partial Least Squares-Structural Equation Modelling
(PLS-SEM) is a quantitative method used in this study to examine
C.​ Trustworthiness in Virtual Influencers
how virtual influencers affect consumer behaviour. An online survey
disseminated via Google Forms was used to collect primary data in
Trustworthiness is a critical component in consumer-brand order to obtain numerical data, such as response frequencies and
relationships, and its development with AI-generated virtual percentages. The 45 items on the survey were scored on a 5-point
influencers is notably complex [18]. As non-human entities, VIs must Likert scale, with 1 denoting "strongly disagree" and 5 denoting
build trust through perceived credibility, visual realism, and "strongly agree." Source of Attractiveness, Physical Attractiveness,
contextual congruence [23]. Research emphasizes that consumer trust Homophily, Virtual Influencer Attractiveness, Mimetic Desire, Brand
in VIs is influenced by quantifiable factors, including their perceived Attachment, Trustworthiness, Intention to Follow, and Attitude are
credibility and the degree of alignment between the influencer, the the main variables that these items were created especially to
promoted product, and the target audience [18]. The establishment of evaluate. For the analysis, a final sample of 400 complete responses
trust is heavily reliant on foundational perceptions, such as the was gathered. In the interest of transparency and to support the
homophily and physical attractiveness of the virtual influencer [7]. replication of this study's findings, the anonymized dataset containing
all survey responses generated and analyzed for this research has
H1 : Homophily has a significant positive impact on
been made publicly available. This data can be accessed and
Trustworthiness.
downloaded via the following link: https://bit.ly/4091cG9.
H2 : Physical Attractiveness has a significant positive
impact on Trustworthiness. A.​ Measurement
D.​ Attitude Towards the Brand There are 45 measurement items in total used in this study. The
measurement for Source of Attractiveness consists of 5 indicators
A consumer's attitude represents their overall positive or adapted from previous studies on source credibility. Physical
negative evaluation of a brand, which is a key precursor to purchase Attractiveness is measured using 5 indicators, and Homophily is
behavior. In VI-led campaigns, this attitude is shaped by several composed of 5 indicators, both adapted from influencer marketing
factors. A consumer’s desire to imitate the VI (mimetic desire) and literature. Virtual Influencer Attractiveness is measured with 5
their emotional connection to the brand (brand attachment) are strong indicators. The measurement for Mimetic Desire consists of 5
determinants of their final attitude [24]. Furthermore, the physical indicators, Brand Attachment uses 5 indicators, and Trustworthiness
attractiveness of the influencer, while often mediated, also is composed of 5 indicators. Finally, Attitude towards the brand is
contributes to shaping a favorable or unfavorable view of the brand measured with 5 indicators, and Intention to Follow consists of 5
being promoted. A positive attitude is therefore a critical outcome of indicators, with all items adapted from established scales in consumer
successful VI marketing [25]. behavior and digital marketing research.
H3 : Mimetic Desire has a significant positive impact on
IV. RESULT
Attitude towards the brand.
H4 : Brand Attachment has a significant positive impact A.​ Descriptive Analytic
on Attitude towards the brand.
H5 : Physical Attractiveness has a significant positive The findings of the measurement model's construct validity and
impact on Attitude towards the brand. reliability evaluation are shown in Table I. For every latent variable
in the study, the table presents important statistical measures such as
E.​ Intention to Follow the Virtual Influencer Cronbach's Alpha, Average Variance Extracted (AVE), and composite
reliability (rho_a and rho_c). Prior to conducting hypothesis testing,
The ultimate goal of fostering engagement is to drive consumer these values are essential for assessing the calibre and consistency of
actions, including the intention to follow the influencer, which serves the measurement scales and making sure that every construct exhibits
as a primary indicator of successful engagement and potential future strong internal reliability and convergent validity.
 TABLE I. RESULT OF CONSTRUCT VALIDITY AND TABLE III. PATH COEFFICIENT
RELIABILITY

The results of the measurement model assessment indicate

strong reliability and validity for all constructs. It is shown that the
output values of Cronbach's Alpha, ranging from 0.893 to 0.903, are
considered valid as they comfortably exceed the recommended Statistics show that evidence against the null hypothesis is
threshold of 0.7. Meanwhile, the composite reliability (rho_c) of each strengthened when the P-value is less than 0.05, which is regarded as
construct ranges from 0.921 to 0.928, which is also considered significant. On the other hand, the hypothesis is not supported and the
excellent because the values are well above the standard of 0.7. Then, deviation from the null hypothesis is not statistically significant if the
the rho_A values for each construct range from 0.893 to 0.903, P-value is higher than 0.05 [31].
further confirming that each variable is valid and reliable [28]. As for
the values of Average Variance Extracted (AVE), they range from The alpha value of 0.05 is greater than the P-value of 0.000 for
0.701 to 0.720, all of which are significantly above the 0.5 threshold, the path coefficient of Brand Attachment on Attitude. This finding
so it can be concluded that all variables in the research have met implies that consumer attitude is significantly improved by brand
strong convergent validity standards.indicates that a construct attachment. This relationship's strong effect makes sense because
accounts for more than half of the variance in its indicators. customers are much more likely to keep a positive attitude overall
Reliability was evaluated using Cronbach's Alpha and Composite when they form an emotional and symbolic bond with a brand
Reliability (CR) [29]. A Cronbach's Alpha value of 0.7 or higher is through an influencer. Passive viewing becomes active brand support
typically accepted as an indicator of good internal consistency, while because of this bond. Participants in the survey felt that cultivating a
a Composite Reliability value exceeding 0.7 also signifies strong positive attitude requires a strong brand attachment. [32].
reliability. The results of these analyses are summarized in Table I
[28]. The alpha value of 0.05 is greater than the P-value of 0.000 for
the path coefficient of homophily on intention to follow. This
TABLE II. FORNELL-LARCKER CRITERION SCORES suggests that the intention to follow a virtual influencer is
significantly positively impacted by homophily, or perceived
similarity. This significant effect results from people's propensity to
identify with and focus on things that mirror their own beliefs,
passions, or physical characteristics. Customers are directly
encouraged to follow a virtual influencer when they perceive them as
being "like them." The survey revealed that respondents believed that
following an influencer was primarily motivated by similarity [33].

An analysis using the Fornell-Larcker Criterion was conducted The alpha of 0.05 is greater than the P-value of 0.000 for the
to assess discriminant validity, which requires that the square root of path coefficient of Trustworthiness on Intention to Follow. According
a construct's Average Variance Extracted (AVE) be greater than its to this data, the intention to follow is positively and significantly
correlation with any other construct [30]. However, the results impacted by trustworthiness. This outcome demonstrates how
presented in the table indicate that this requirement for discriminant important a virtual influencer's perceived integrity and credibility are
validity has not been met. For example, the square root of the AVE in building a devoted fan base. Long-term engagement is crucial
for Attitude (A), located on the diagonal, is 0.844, which is because consumers will not interact with content from a source they
substantially lower than its correlation with Brand Attachment (BA) do not trust. Survey respondents acknowledged that trustworthiness
at 0.962. This pattern is consistent across the matrix, where the played a crucial role in their choice to adhere to [34].
off-diagonal correlation values are frequently higher than the
diagonal values in their respective columns and rows. This suggests On the other hand, the path coefficient of Attitude on Intention
that the constructs are more strongly correlated with each other than to Follow has a P-value of 0.259, which is higher than the alpha value
they are with their own indicators. Therefore, based on the results of of 0.05. This implies that a customer's intention to follow the virtual
the Fornell-Larcker Criterion, it cannot be concluded that the influencer in this model is not directly impacted by their attitude
constructs have achieved discriminant validity [28]. towards the brand in a statistically significant way. While brand
attitude is a significant marketing outcome, the lack of significance
may suggest that factors related to the influencer itself, such as
trustworthiness and homophily, have a greater influence on the
decision to follow a particular VI than the influencer's attitude
towards the brand they promote [35].
 Fig. 1. Path Coefficient Model

V. CONCLUSION these influencer-centric characteristics directly influence follower

intent, while brand attitude does not.
According to this study, a consumer's intention to follow a
virtual influencer is strongly and directly impacted by a number of ACKNOWLEDGMENT
important influencer characteristics, including perceived physical
attractiveness, homophily, and trustworthiness. The findings also This research was developed through a collaborative effort
show that although brand attachment is a strong factor in fostering a between Sutan Ahdirat Putra Andika, Azharan Dhanial, and Dyah.
favourable consumer attitude, this attitude does not by itself force a Sutan Ahdirat Putra Andika and Azharan Dhanial collectively
customer to follow the influencer. As a result, methods for increasing contributed to the research design, data collection, analysis, and the
a virtual influencer's fan base should put more emphasis on writing and structuring of the manuscript. Sutan provided the primary
developing these direct influencer qualities than just depending on technical expertise in statistical analysis and modeling, and also
how customers feel about the recommended brand. contributed significantly to the literature review. Azharan focused on
data preparation and assisted with the literature review. Dyah, as the
High correlations indicate that consumers may view constructs thesis supervisor, provided conceptual guidance and supervised the
like homophily, trustworthiness, and attractiveness as a single, research process, ensuring academic integrity and the work’s
comprehensive impression rather than as separate concepts, which is relevance throughout.
one of the study's main limitations. In order to better isolate the
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