GEN Z AND THE VIRTUAL FEED: ASSESSING THE INFLUENCE OF SYNTHETIC AVATARS ON YOUTH PURCHASE INTENTIONS

Abstract

AI generated synthetic influencers are a game-changer in the digital marketing landscape, offering new opportunities and challenges for brands aiming to engage younger audiences. This research examines the effect of the key synthetic influencer attributes such as realism of the visual, perceived entertainment value, and congruence between the product and the avatar on the purchasing intentions of consumers in the generation Z by highlighting the mediating role of consumer trust. Furthermore, this study investigates the moderation of AI literacy between consumer trust and their purchase intention. The method used in collecting data is structured questionnaire and the techniques used in analyzing data are SPSS and AMOS technique (Structural Equation Modeling). It finds that consumer trust was significantly improved by the effect of the visual realism, perceived entertainment value and product-avatar congruence. The perceived entertainment value and product-avatar congruence also have significant direct positive effects on the purchase intention, while the visual realism does not directly affect the purchase intention. Consumer trust was determined to be an important mediator between all three synthetic influencing attributes and purchase intention, indicating its mediating effect on the relationship between positive perceptions and purchasing behavior. Moreover, the AI literacy effect is significant in moderating the correlation between consumer trust and purchase intention, highlighting the fact that the level of consumer trust is less important when consumers are more knowledgeable about AI. This study adds to the growing body of research on influencer marketing using AI by introducing the S-O-R model to the domain of synthetic influencers, and by recognizing consumer trust as a crucial psychological process in decision-making for purchases. The results offer insights for marketers and brand managers looking to craft successful synthetic influencer marketing campaigns that will appeal to Generation Z customers.