From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity

Detalhes bibliográficos
Autor(a) principal: Carvalho, Santiago Machado Leitão Ribeiro de
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/174265
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And AuthenticityAI InfluencersAnthropomorphismAuthenticityCASA FrameworkIdentificationPurchase IntentionSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe present study aims to examine how anthropomorphism influences consumer perceptions of AI influencers, with a focus on its impact on identification, authenticity, and purchase intention. We leverage the CASA (Computers are Social Actors) framework to investigate how human-like traits in AI influencers shape consumer attitudes and purchase intentions. Using a quantitative approach, including a survey distributed in Portugal, the study analysed initial impressions of AI versus human influencers. Our study centres on Spain’s first AI influencer, Aitana Lopez, who is renowned for her sizable following and latest internet fame. Our findings show that perceived anthropomorphism significantly influences consumers' wishful identification and perceptions of authenticity, subsequently affecting their attitudes towards the endorser and purchase intentions. These results support the hypothesis that higher levels of anthropomorphism in AI influencers enhance consumer identification and authenticity perceptions, leading to more positive attitudes and increased purchase intentions. Mediation analysis indicates that wishful identification and authenticity play crucial intermediariesin this process. Theoretically, this research contributes to understanding the realm of AI influencers and computer-human interaction in marketing strategies and digital consumer behaviour. From a managerial perspective, our findings provide insights for brands considering AI influencers, highlighting the importance of fostering authenticity and identification to enhance consumer engagement and drive purchase intentions. Overall, our work underscores the increasing relevance of AI influencers in marketing and lays a foundation for further studies to build upon in the rapidly evolving field of AI and digital marketing.Soares, Raquel Vanessa Reis Silva FerreiraRUNCarvalho, Santiago Machado Leitão Ribeiro de2024-10-232026-10-23T00:00:00Z2024-10-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/174265TID:203778928enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-13T01:40:39Zoai:run.unl.pt:10362/174265Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:12:39.871991Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
title From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
spellingShingle From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
Carvalho, Santiago Machado Leitão Ribeiro de
AI Influencers
Anthropomorphism
Authenticity
CASA Framework
Identification
Purchase Intention
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
title_full From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
title_fullStr From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
title_full_unstemmed From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
title_sort From Pixels to Purchases: How Anthropomorphism Affects Perceptions Towards Ai Influencers: The Mediating Roles Of Identification And Authenticity
author Carvalho, Santiago Machado Leitão Ribeiro de
author_facet Carvalho, Santiago Machado Leitão Ribeiro de
author_role author
dc.contributor.none.fl_str_mv Soares, Raquel Vanessa Reis Silva Ferreira
RUN
dc.contributor.author.fl_str_mv Carvalho, Santiago Machado Leitão Ribeiro de
dc.subject.por.fl_str_mv AI Influencers
Anthropomorphism
Authenticity
CASA Framework
Identification
Purchase Intention
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic AI Influencers
Anthropomorphism
Authenticity
CASA Framework
Identification
Purchase Intention
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-10-23
2024-10-23T00:00:00Z
2026-10-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/174265
TID:203778928
url http://hdl.handle.net/10362/174265
identifier_str_mv TID:203778928
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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