The impact of the humanness of AI influencers on the success of influencer marketing

dc.contributor.advisorWilcox, Gary B.
dc.creatorJang, Haneul
dc.date.accessioned2022-08-19T21:41:46Z
dc.date.available2022-08-19T21:41:46Z
dc.date.created2022-05
dc.date.issued2022-05-09
dc.date.submittedMay 2022
dc.date.updated2022-08-19T21:41:47Z
dc.description.abstractWith the rapid development of Artificial Intelligence (AI) technologies and with the emerging trend of influencer marketing, AI influencers appear to be the new opportunity in the marketing industry. Yet, due to the lack of research on AI influencers, how to succeed with AI influencers and what makes them successful in influencer marketing remain unclear. The current thesis aims to give insights on how to leverage AI influencers in influencer marketing. Based on uncanny valley theory, Computers Are Social Actors (CASA) theory, and source credibility, the current study explores how the perceived humanness of AI influencers affect the success of influencer marketing
dc.description.departmentAdvertising
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/115255
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/42156
dc.subjectInfluencer marketing
dc.subjectAI influencer
dc.subjectVirtual influencer
dc.subjectUncanny valley
dc.subjectCASA
dc.titleThe impact of the humanness of AI influencers on the success of influencer marketing
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentAdvertising
thesis.degree.disciplineAdvertising
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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