Social Media Influencers and Artificial Intelligence: Opportunities and Challenges

This study examines social media influencers’ (SMIs) perceptions of the role of artificial intelligence (AI) in advancing their relationships with followers, their views of the opportunities/dangers of AI in assuring their authenticity, and their perspectives towards virtual SMIs in terms of affecting the future of SMIs. Adopting a qualitative phenomenological approach, the study explores how SMIs’ (a) perceive AI as a tool to help SMI activities, (b) perceive AI as a positive/negative effect on relationships with followers, (c) perceive virtual SMIs (non-human) as having an effect on the future of SMIs. Data was collected through 17 semi-structured interviews with Canadian SMIs in various fields. This study shows that AI is perceived to offer significant opportunities for SMIs including improved data analytics, enhanced connectedness, and strengthening SMIs’ relationships with their followers. However, SMIs are concerned about dangers of AI, including loss of expressing ones’ true self and loss of honesty with their followers. Collectively, participants indicated concerns about their authenticity when AI is used. Furthermore, virtual SMIs are perceived as a threat to SMIs, making it difficult for SMIs to compete on brand deals but also to possibly replace SMIs in the future. Additionally, this study reveals practical implications for SMIs by providing insights into opportunities and challenges being faced in the context of AI.

Name thesis:degree_name

Master of Science (M.Sc.)

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Marketing

Grantor

University of Saskatchewan

Year dc:date.issued

2024

Author dc:creator

• Do, Thi Hai Ha

Advisor dc:contributor.advisor

• Murphy, William H.

Committee members dc:contributor.committeemember

• Zhang, David
• Teucher, Ulrich

• influencer marketing, social media influencers, virtual influencers, artificial intelligence, authenticity

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10388/15875

OAI identifier oai:identifier

oai:harvest.usask.ca:10388/15875