Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

The effectiveness of social media advertisements increasingly depends on their influence on consumer viewing behavior. This study explores how consumer perceptions—specifically informativeness, entertainment, credibility, economic contribution, and value deterioration—affect advertisement viewing behavior in the context of AI influencer marketing. Data were collected from 134 university students at public and private universities in Izmir through a structured questionnaire and analyzed using SMARTPLS 4.0 with a structural equation modeling approach. Results showed that informativeness and credibility significantly enhanced perceived entertainment, which in turn positively influenced advertisement viewing behavior. Additionally, economic contribution (representing innovation) had a direct and significant effect on viewing behavior. The model explained 37.3% of the variance in advertisement viewing behavior, demonstrating moderate explanatory power. These findings highlight the critical role of perceived entertainment and innovation in shaping engagement with AI influencer ads, offering valuable insights for marketers aiming to optimize their digital advertising strategies in the age of artificial intelligence.