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December 31, 2025Advertising Research

The Effect of AI Influencer Automation Bias Based on Message Difficulty and Need for Cognitive Closure

Jiang Yu Junggyo Lee Kyunga Ko

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Key Points

AI influencers significantly influence consumer brand attitudes and purchase intent, particularly with complex messages.
Higher message difficulty enhances the impact of virtual influencers on consumer intentions and attitudes.
Experimental analysis compared virtual and human influencers on cognitive processing and responses.
The findings suggest automation bias mediates the relationship between influencer type and consumer behavior.

Implication

Online experiment reveals AI influencer type affects consumer attitudes and intentions, indicating marketing implications.

Abstract

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Cite This Study

Yu et al. (2025) studied this question.

synapsesocial.com/papers/69a75b88c6e9836116a22f63 https://doi.org/10.16914/ar.2025.147.70

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