Virtual Influencers - Autonomy, Interactivity, and Consumer Behavior
Master's Thesis · ~100 pages · English
Abstract
This study investigates how artificial intelligence-driven virtual influencers disrupt conventional marketing by examining perceived autonomy and interactivity's influence on consumer trust and behavioral intentions. Synthesizing marketing theory with AI governance frameworks, the research analyzes virtual influencers ranging from scripted avatars to autonomous agents, revealing that heightened interactivity boosts engagement while increased perceived autonomy may spark consumer skepticism regarding manipulation and algorithmic bias.
1. Research Question
How do perceived autonomy and interactivity of virtual influencers (AI-generated digital personas) affect consumer attitudes, trust, and behavioral intentions compared to human influencers?
The research examines this question through the lens of Parasocial Interaction Theory, Source Credibility Model, the Uncanny Valley Effect, and Technology Acceptance Model.
2. Virtual Influencer Categories
The thesis distinguishes three categories of virtual influencers:
1. Scripted Avatars - Pre-programmed responses and scheduled content with minimal real-time adaptation
2. Semi-Autonomous Agents - Hybrid systems combining human oversight with AI-generated responses
3. Fully Autonomous AI - Independent decision-making entities capable of real-time engagement without human intervention
3. Ethical Considerations
The research identifies critical ethical dimensions:
• Disclosure Requirements - regulatory gaps in transparency mandates • Data Harvesting - privacy concerns from parasocial relationship exploitation • Vulnerable Demographics - protection mechanisms for susceptible audiences • AI Governance - alignment with emerging standards (ISO/IEC 42001) • Algorithmic Bias - representation and fairness in AI-generated content
References
- [1]Kim, D., & Kim, S. (2024). Fake human but real influencer: The interplay of authenticity and source credibility. Journal of Product & Brand Management.
- [2]Vranken, N., et al. (2025). Artificial influencers, artificial designs? A systematic review. Telematics and Informatics.
- [3]Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies.
- [4]Robinson, B. (2020). Towards an Ontology and Ethics of Virtual Influencers. Australasian Journal of Information Systems.
This is a sample excerpt. Full papers include complete chapters, verified citations, and downloadable formats.
Free to try · No credit card required · Free to start, 3 credits/day