Examining the Drivers and Outcomes of Engagement with AI-Based Virtual Influencers

About the Project

The rapid rise of Virtual Influencers (VIs), computer-generated personas designed to simulate real individuals, is transforming the global marketing landscape and reshaping how brands connect with consumers in digital environments (Audrezet et al., 2025). Recent academic research confirms that VIs can generate strong engagement outcomes, often comparable to or exceeding those of human influencers, particularly when perceptions of credibility, anthropomorphism, and social presence are high (Davlembayeva, Chari, & Papagiannidis, 2025). Studies further show that consumers respond positively to VIs when they perceive them as authentic, interactive, and emotionally expressive, highlighting the importance of psychological mechanisms such as parasocial interaction and social influence processes in shaping engagement (Appel et al., 2020). In addition, emerging evidence suggests that virtual influencers can effectively shape purchase intentions and brand attitudes, particularly among younger audiences who are digitally native and comfortable engaging with artificial agents (Djafarova & Bowes, 2021; Thomas & Fowler, 2021). These findings collectively underscore the growing strategic relevance of VIs in influencer marketing and digital branding contexts.

Despite these advancements, existing research has primarily focused on engagement metrics and general consumer responses, offering limited insight into why individuals are fascinated by non-human influencers or which VI-specific characteristics enhance their appeal. There remains a lack of comprehensive theoretical models explaining the psychological, social, and technological drivers underpinning VI-Follower(User) engagement. Addressing this gap, the present PhD project seeks to develop and empirically test a research model that explains how, why, and under what conditions virtual influencers stimulate intentional and behavioural outcomes toward both the influencer and endorsed brands. Given that developers retain full control over a VI’s appearance, narrative, and behaviour, understanding the consumer mindset behind engagement with artificial personas carries significant theoretical implications for consumer behaviour research and practical implications for influencer marketing strategy.

The project will review the existing literature in virtual influencers area to propose a research model to be tested using a number of techniques and skills including - but not limited to data collection and analysis using SPSS & AMOS/SmartPLS (Quantitative analysis) and/or Nvivo (qualitative analysis). This PhD aligns with the United Nations Sustainable Development Goals by supporting innovation (SDG 9), responsible consumption (SDG 12), and digital literacy (SDG 4). It advances ethical AI-driven marketing practices, promotes sustainable digital industries, and enhances understanding of consumer engagement in technology-mediated environments.

Supervisors

Anish Yousaf
Tatbeeq Raza Ullah
Hamid Shaker