CONCEPTUAL PAPER ON EXAMINING PERCEIVED CREDIBILITY OF MALAYSIAN AI INFLUENCERS TOWARDS CONSUMERS' ATTITUDE AND PURCHASE INTENTION
Abstract
Influencer marketing is among the credible sources in delivering brand messages to consumers and potential consumers. Since the rise of Artificial Intelligence (AI) technology, marketers are creatively producing AI influencers for influencer marketing strategies. In Malaysia, Adam Spark and Liz Spark were created in 2024 to represent everyday Malaysians. However, do AI influencers have the same credibility as human influencers? Thus, this concept paper intends to examine the credibility of Malaysian AI influencers and explore its impact on consumers’ attitudes towards AI influencers and purchase intentions. Grounded in the Theory of Planned Behaviour (TPB) and Source Credibility Theory, this concept paper aims to examine the key dimensions of trustworthiness, expertise, attractiveness, authenticity, and reliability to determine the influence on consumers’ attitudes towards AI influencers and purchase intentions. This paper adopts a deductive research approach using a quantitative method to test the hypothesis based on operationalised constructs from existing theories. The result is expected to be that the credibility constructs have a significant relationship with attitudes towards AI influencers and purchase intentions. In conclusion, this paper provides a novel understanding of the applicability of established theoretical foundations in this new landscape of how consumers perceive AI influencers’ credibility and its impact on attitude and purchase intentions. The outcome additionally aims to provide insight into the consumers’ perceived credibility of AI influencers as a marketing tool in the Malaysian context.
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