Abstract

Computer-generated imagery (CGI) influencers are at the forefront of brand communication trends driven by artificial intelligence (AI). Focusing on Lil Miquela, this study explores the mechanism underlying the CGI influencer’s persuasiveness based on the computers-are-social-actors (CASA) framework. The study examines how consumers’ attitudes toward the influencer’s sponsored posts and the endorsed brands are impacted by her perceived anthropomorphism through mediators of social presence and perceived attractiveness. Based on a survey of generation Z consumers, we found that the CGI influencer’s perceived anthropomorphism effectively enhances her social presence, which in turn boosts her perceived physical and social attractiveness, respectively, to drive consumer evaluation outcomes.

摘要

计算机生成图像 (CGI) 影响者处于人工智能 (AI) 驱动的品牌传播趋势的前沿。本研究以 Lil Miquela 为中心，基于计算机是社会参与者 (CASA) 框架探索了 CGI 影响者说服力的潜在机制。该研究通过社交存在和感知吸引力的中介，检验了消费者对影响者赞助帖子和认可品牌的态度如何受到她感知到的拟人化的影响。基于对 Z 世代消费者的调查，我们发现 CGI 影响者感知到的拟人化有效地增强了她的社交存在感，这反过来又分别提升了她感知到的身体和社会吸引力，从而推动消费者评估结果。