A Study on AI-Generated Influencers on Trust, Reach, and ROI among Users of Various Social Media Platforms in Ahmedabad City

Yuvraj Singh Rathore; Sumit Chauhan; Jignesh Vidani

doi:10.59890/ijist.v3i9.153

Authors

Yuvraj Singh Rathore LJ University
Sumit Chauhan LJ University
Jignesh Vidani LJ University

DOI:

https://doi.org/10.59890/ijist.v3i9.153

Keywords:

AI-Generated Influencers, Social Media Marketing, Consumer Trust, Digital Engagement

Abstract

Artificial intelligence (AI)-generated influencers, or virtual identities that brands deploy to interact with audiences on social media platforms, are a new trend brought about by the quick development of AI in digital marketing. This study investigates how age affects Ahmedabad City social media users' perceptions of return on investment (ROI), trust, and interaction with AI influencers. 209 respondents of various ages were given a standardized questionnaire, and chi-square tests were used to investigate the relationship between age and a number of variables, including platform usage, awareness, credibility, and receptivity toward AI influencers. The results show that user trust and behavioral reactions to AI-generated influencers are not significantly impacted by age. Although there were some noteworthy correlations found, such as the use of Instagram and Snapchat, knowledge of AI influencers, and appreciation of their affordability, these correlations were not very strong overall. Regardless of age, the majority of respondents continue to show a preference for human influencers, especially when it comes to engagement and trust. By indicating that demographic variables such as age are not reliable indicators of how customers will react to AI influencers, this study advances our theoretical knowledge of AI in influencer marketing. The results provide useful insights for companies, emphasizing the value of strategic platform utilization, transparency, and high-quality content over straightforward demographic targeting. It is advised that future studies investigate additional impacting elements like digital literacy, psychographics, and ethical considerations.

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