Current Volume 9
Abstract
This dissertation examines perceptions of AI influencers among young adult social media users in India through a quantitative approach grounded in ‘Uses and Gratifications Theory (UGT)’. The study explores awareness and familiarity levels, trustworthiness perceptions, including authenticity, credibility, and transparency, and behavioral intentions toward AI influencers compared to human counterparts. Findings reveal widespread recognition and exposure to AI influencers among a predominantly young, female, and educated sample, alongside moderate trust perceptions and cautious engagement preferences, highlighting content appeal strengths but relational shortcomings. The research addresses three core objectives: measuring awareness of AI influencers among social media users, analyzing perceptions of their authenticity, credibility, and trustworthiness, and comparing user preferences based on content appeal and relatability to human influencers. UGT illuminates fulfilled entertainment and information gratifications alongside unmet needs for authenticity and social integration that explain adoption hesitancy. Theoretical contributions extend UGT to AI-driven contexts, while practical implications guide digital marketers toward transparency strategies and hybrid models within India's growing influencer ecosystem. Limitations include the convenience sample scope, with recommendations for future longitudinal and experimental research.
Keywords
AI Influencers, Trustworthiness, Credibility, Transparency, Social Media, Instagram
Citations
IRE Journals:
Ishita Basu, Sanju Xavier "The Rise of AI Influencers: Exploring Audience Perception on Social Media" Iconic Research And Engineering Journals Volume 9 Issue 12 2026 Page 336-345 https://doi.org/10.64388/IREV9I12-1718548
IEEE:
Ishita Basu, Sanju Xavier
"The Rise of AI Influencers: Exploring Audience Perception on Social Media" Iconic Research And Engineering Journals, 9(12) https://doi.org/10.64388/IREV9I12-1718548
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