Research Article
BibTex RIS Cite

Artificial Intelligence-Generated Virtual Influencers: A Study on User Reactions towards Virtual Influencers in Türkiye

Year 2025, Volume: 12 Issue: 22, 76 - 101, 30.06.2025

Burcu Öksüz , Malike Ormancı

https://doi.org/10.56133/intermedia.1544872

Abstract

This research focuses on virtual influencers who have begun to attract attention in Türkiye as well as around the world. In line with the purpose of the research, it was aimed to determine the reactions and approaches of users towards virtual influencers operating in Türkiye. In this direction, the user comments made on the posts on the Instagram accounts of virtual influencers Alin and Alara X, who actively use their Instagram accounts, were examined using the content analysis method. Descriptive content analysis was used to determine the emotional state in the comments on Instagram posts; thematic content analysis was used to determine the themes of the comments.

The Instagram posts of virtual influencers named Alin and Alara X were examined between August 12 and September 4, 2024, and 302 comments on the last five posts of each virtual influencer were analyzed. Responses to comments made by users on the posts were not included in the review. According to the findings obtained from the research, it was observed that users reacted positively to virtual influencers Alin and Alara X and adopted them. They generally sent expressions and emojis containing meanings such as appreciation, liking and support to virtual influencers. It was observed that there were also some negative expressions towards the virtual influencer named Alin. In the negative expressions, the artificiality, unnaturalness and scary appearance of the virtual influencer's physical appearance were emphasized. On the other hand, users made almost no comments expressing negative feelings towards the virtual influencer Alara X. It is also necessary to say that a significant portion of users have a neutral emotional state towards virtual influencers. It was observed that the feelings of questioning and discovering the virtual influencer were prominent in the neutral comments of the users. In another stage of the research, user comments on the shares of virtual influencers analyzed were divided into themes. The themes that emerged from the 302 comments analyzed are as follows: Like/Positive, Dislike/Negative, Artificial Intelligence Questioning, Desire to Communicate, Asking for Brand/Product, Humor, and the other category that could not be included in these themes. The findings obtained from the research are remarkable in terms of showing the interaction between virtual influencers and users. The research provides an idea about the future of virtual influencers. In future studies, it is recommended to conduct comparative studies by obtaining in-depth data with techniques such as surveys, interviews, and focus group studies aimed at users.

Keywords

Artificial Intelligence Virtual Influencers Instagram Influencers Social Media

References

  • Ahn, R. J., Cho, S. Y., & Sunny Tsai, W. (2022). Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes. Journal of Interactive Advertising, 22(3), 327-335. https://doi.org/10.1080/15252019.2022.2111242
  • Alboqami, H. (2023). Trust me, I'm an Influencer!-Causal Recipes for Customer Trust in Artificial Intelligence Influencers in the Retail Industry. Journal of Retailing and Consumer Services, 72, https://doi.org/10.1016/j.jretconser.2022.103242
  • Allal-Chérif, O., Puertas, R., & Carracedo, P. (2024). Intelligent Influencer Marketing: How AI-Powered Virtual Influencers Outperform Human Influencers. Technological Forecasting and Social Change, 200, 123113. https://doi.org/10.1016/j.techfore.2023.123113
  • Altar, O. & Topsümer F. (2023). Sosyal Medyada Etkileşim: Çevreci Sivil Toplum Kuruluşları Üzerine Bir İnceleme. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 11(23), 1-31.
  • Arsenyan, J., & Mirowska, A. (2021). Almost Human? A Comparative Case Study on the Social Media Presence of Virtual Influencers. International Journal of Human-Computer Studies, 155, 102694. https://doi.org/10.1016/j.ijhcs.2021.102694
  • Audrezet, A., Koles, B. (2023). Virtual Influencer as a Brand Avatar in Interactive Marketing. In Wang, C.L. (eds) The Palgrave Handbook of Interactive Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-14961-0_16
  • Bansal, R., Saini, S., Ngah, A. H., & Durga Prasad, T. (2024). Proselytizing The Potential of Influencer Marketing via Artificial Intelligence: Mapping The Research Trends Through Bibliometric Analysis. Cogent Business & Management, 11(1), 2372889. https://doi.org/10.1080/23311975.2024.2372889
  • Block, E., & Lovegrove, R. (2021). Discordant Storytelling,‘Honest Fakery’, Identity Peddling: How Uncanny CGI Characters are Jamming Public Relations and Influencer Practices. Public Relations Inquiry, 10(3), 265-293. https://doi.org/10.1177/2046147X2110269
  • Bringe, A. (2022). The Rise of Virtual Influencers and What It Means For Brands. https://www.forbes.com/sites/forbescommunicationscouncil/2022/10/18/the-rise-of-virtual-influencers-and-what-it-means-for-brands/?sh=1f65cc836b56 (Erişim Tarihi: 2 Ağustos 2024)
  • Brown, D., & Hayes, N. (2008). Influencer Marketing. Routledge.
  • Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J., & Mavrommatis, A. (2020). From Data to Action: How Marketers Can Leverage AI. Business Horizons, 63(2), 227-243. https://doi.org/10.1016/j.bushor.2019.12.002
  • Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). “I Felt A Little Crazy Following A'doll'" Investigating Real Influence of Virtual Influencers on their Followers. Proceedings of the ACM On Human-Computer İnteraction, 6(GROUP), 1-28.
  • Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). “I Felt a Little Crazy Following a 'Doll'” Investigating Real Influence of Virtual Influencers on their Followers. Proceedings of the ACM on Human-Computer Interaction, 6(GROUP), 1-28. https://doi.org/10.1145/349286
  • Chu, S. C., Yim, M. Y. C., & Mundel, J. (2024). Artificial Intelligence, Virtual and Augmented Reality, Social Media, Online Reviews, and Influencers: A Review of How Service Businesses Use Promotional Devices and Future Research Directions. International Journal of Advertising, 1-31. https://doi.org/10.1080/02650487.2024.2325835
  • Conti, M., Gathani, J. & Tricomi, P. P. (2022). Virtual Influencers in Online Social Media. IEEE Communications Magazine, 60(8), 86-91. https://doi.org/10.1109/MCOM.001.2100786
  • Daneshvary, R., & Schwer, R. K. (2000). The Association Endorsement and Consumers’ Intention to Purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
  • Feng, Y., Chen, H., & Xie, Q. (2024). AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit. Journal of Interactive Advertising, 24(1), 26-47. https://doi.org/10.1080/15252019.2023.2284355
  • Franke, C., Groeppel-Klein, A., & Dincher, J. (2022). Consumers’ Responses to Human-like vs. Cartoon-Like Designed Virtual Models: The Role of Psychological Distance and Message Focus. Advances in Consumer Research, 50, 353-355. https://doi.org/10.1080/00913367.2022.2154721
  • Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8), 178. https://doi.org/10.3390/ admsci13080178
  • Gerlich, M., Elsayed, W., & Sokolovskiy, K. (2023). Artificial Intelligence as Toolset for Analysis of Public Opinion and Social Interaction in Marketing: Identification of Micro and Nano Influencers. Frontiers in Communication, 8, 1075654. https://doi.org/10.3389/fcomm.2023.1075654
  • Glover, E. (16 Nisan 2024). AI Influencers, Explained. https://builtin.com/articles/ai-influencer (Erişim Tarihi: 21 Ağustos 2024).
  • Gradinescu, I. I., Bostanica, E., & Orzan, M. (2023). The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerging Trend?. Ovidius University Annals, Economic Sciences Series, 23(1), 617-620. https://stec.univ-ovidius.ro/html/anale/RO/2023-i1/Section%204/10.pdf
  • Gu, C., & Duan, Q. (2024). Exploring the Dynamics of Consumer Engagement in Social Media Influencer Marketing: From the Self-Determination Theory Perspective. Humanities and Social Sciences Communications, 11(1), 1-17. https://doi.org/10.1057/s41599-024-03127-w
  • Hirschmann, R. (2024). Virtual Influencers’ Impact on Purchasing Decisions Singapore 2020. https://www.statista.com/statistics/1103884/singapore-impact-of-virtual-influencers-on-purchasing-decision (Erişim Tarihi: 10 Ağustos 2024)
  • Ingham, L. (2018). Virtual Influencers: Lil Miquela and Shudu Gram are the Vanguard of Online Marketing’s Future. https://www.verdict.co.uk/virtual-influencers-lil-miquela-shudu-gram/
  • Jhawar, A., Kumar, P., & Varshney, S. (2023). The Emergence of Virtual Influencers: A Shift in the Influencer Marketing Paradigm. Young Consumers, 24(4), 468-484.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of Digital Influencers in Brand Recommendation: Examining Their impact on Engagement, Expected Value and Purchase Intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
  • Jin, S. V., & Viswanathan, V. (2024). “Threatened and Empty Selves Following AI-Based Virtual Influencers”: Comparison Between Followers and Non-Followers of Virtual Influencers in AI-driven Digital Marketing. AI & SOCIETY, 1-15. https://doi.org/10.1007/s00146-023-01832-9
  • Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579.
  • Kádeková, Z., & Holienčinová, M. (2018). Influencer Marketing As A Modern Phenomenon Creating A New Frontier of Virtual Opportunities. Communication Today, 9(2), 90-105. https://doi.org/10.1108/MIP-09-2018-0375
  • Koles, B., Audrezet, A., Moulard, J. G., Ameen, N., & McKenna, B. (2024). The Authentic Virtual Influencer: Authenticity Manifestations in the Metaverse. Journal of Business Research, 170, 114325. https://doi.org/10.1016/j.jbusres.2023.114325
  • Kota, S., & De, T. (2021). Influencer Marketing – A New Virtual Frontier. International Journal of Modern Agriculture, 10(2), 581- 594. http://modern-journals.com/index.php/ijma/article/view/776
  • Krippendorff, K. (2004). Content Analysis An Introduction to its Methodology. Thousand Oaks, California: Sage Publications.
  • Leighton, H. (2019). What It Means For Virtual Instagram Influencers’ Popularity Rising. Forbes, https://www.forbes.com/sites/heatherleighton/2019/11/26/what-it-means-for-virtual-instagram-influencers-popularity-rising/ (Erişim Tarihi: 10 Aralık 2024)
  • Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4
  • Lim, R. E., & Lee, S. Y. (2023). “You are a Virtual Influencer!”: Understanding the Impact of Origin Disclosure and Emotional Narratives on Parasocial Relationships and Virtual Influencer Credibility. Computers in Human Behavior, 148, 107897. https://doi.org/10.1016/j.chb.2023.107897
  • Looi, J., & Kahlor, L. A. (2024). Artificial Intelligence in Influencer Marketing: A Mixed-Method Comparison of Human and Virtual Influencers on Instagram. Journal of Interactive Advertising, 24(2), 107-126. https://doi.org/10.1080/15252019.2024.2313721
  • Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2023). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers. Journal of Advertising, 52(4), 540-557. https://doi.org/10.1080/00913367.2022.2149641
  • Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An Emerging Theory of Avatar Marketing. Journal of Marketing, 86(1), 67-90. https://doi.org/10.1177/0022242921996646
  • Mirowska, A., & Arsenyan, J. (2023). Sweet escape: The Role of Empathy in Social Media Engagement with Human Versus Virtual Influencers. International Journal of Human-Computer Studies, 174, 103008. https://doi.org/10.1016/j.ijhcs.2023.103008
  • Miyake, E. (2023). I am a Virtual Girl from Tokyo: Virtual Influencers, Digital-Orientalism and the (Im) Materiality of Race and Gender. Journal of Consumer Culture, 23(1), 209-228. https://doi.org/10.1177/14695405221117195
  • Molin, V., & Nordgren, S. (2019). Robot or Human? The Marketing Phenomenon of Virtual Influencers: A Case Study About Virtual Influencers’ Parasocial Interaction on Instagram. Yayımlanmamış Yüksek Lisans Tezi, Department of Business Studies, Uppsala Üniversitesi, Uppsala, Sweden.
  • Moustakas, E., Lamba, N., Mahmoud, D. ve Ranganathan, C. (2020). Blurring Lines between Fiction and Reality: Perspectives of Experts on Marketing Effectiveness of Virtual Influencers. 2020 International Conference on Cyber Security and Protection of Digital Services. doi: 10.1109/CyberSecurity49315.2020.9138861
  • Park, G., Nan, D., Park, E., Kim, K. J., Han, J., & del Pobil, A. P. (2021). Computers as Social Actors? Examining How Users Perceive and Interact with Virtual Influencers on Social Media. 15th International Conferenceon Ubiquitous Information Managementand Communication (IMCOM),1–6.
  • Pertiwi, K. D., Andriyani, D., Setiawan, A., & Muthiarsih, T. (2024). Model of Interest in Buying Fashion Products on Tiktok Shop Which is Influenced by Influencer Marketing and Price Perception. Apollo: Journal of Tourism and Business, 2(2), 190-196. https://doi.org/10.58905/apollo.v2i2.297
  • Prasad, B. D. (2008). Content Analysis. A Method of Social Science Research. İçinde A. Rubbin & E. R. Babbie (Ed.). Research Methods for Social Work, Boston: Cengage Learning.
  • Robinson, B. (2020). Towards an Ontology and Ethics of Virtual Influencers. Australasian Journal of Information Systems, 24, https://doi.org/10.3127/ajis.v24i0.2807
  • Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False Idols: Unpacking the Opportunities and Challenges of Falsity in the Context of Virtual Influencers. Business Horizons, 65(6), 777-788. https://doi.org/10.1016/j.bushor.2022.08.002
  • Skalski, P.D., Neuendorf, K.A. & Cajigas, J.A. (2017). Content Analysis in the Interactive Media Age. İçinde K.A. Neuendorf. The Content Analysis Guidebook. Thousand Oaks: Sage Publications.
  • Song, Y., Wang, L., Zhang, Z., & Hikkerova, L. (2024). AI or Human: How Endorser Shapes Online Purchase Intention?. Computers in Human Behavior, 158, 108300. https://doi.org/10.1016/j.chb.2024.108300
  • Stein, J. P., Linda Breves, P., & Anders, N. (2024). Parasocial Interactions With Real and Virtual Influencers: The Role of Perceived Similarity and Human-Likeness. New Media & Society, 26(6), 3433-3453. https://doi.org/10.1177/14614448221102900
  • Stromer-Galley, J. (2004). Interactivity-as-Product and Interactivityas-Process. The Information Society, 20, 393–396. https://doi.org/10.1080/01972240490508081
  • Thomas, V. L., & Fowler, K. (2021). Close Encounters of Tthe AI Kind: Use of AI Influencers as Brand Endorsers. Journal of Advertising, 50(1), 11-25. https://doi.org/10.1080/00913367.2020.1810595
  • Virtual Influencers Survey + INFOGRAPHIC. https://theinfluencermarketingfactory.com/virtual-influencers-survey-infographic/ (Erişim Tarihi: 2 Ağustos 2024)
  • Wibawa, R. C., Pratiwi, C. P., Wahyono, E., Hidayat, D., & Adiasari, W. (2022). Virtual Influencers: Is The Persona Trustworthy?. Jurnal Manajemen Informatika (JAMIKA), 12(1), 51-62.
  • Xie-Carson, L., Benckendorff, P., & Hughes, K. (2024). Keep it# Unreal: Exploring Instagram Users’ Engagement With Virtual Influencers in Tourism Contexts. Journal of Hospitality & Tourism Research, 48(6), 1006-1019. https://doi.org/10.1177/10963480231180940
  • Yu, J., Dickinger, A., So, K. K. F., & Egger, R. (2024). Artificial Intelligence-Generated Virtual Influencer: Examining The Effects of Emotional Display on User Engagement. Journal of Retailing and Consumer Services, 76, 103560. https://doi.org/10.1016/j.jretconser.2023.103560
  • Zhang, L., & Wei, W. (2021). Influencer Marketing: A Comparison of Traditional Celebrity, Social Media Influencer, and AI Influencer. Boston Hospitality Review, 1-11.

Yapay Zeka Destekli Sanal Etkileyiciler: Türkiye’deki Sanal Etkileyicilere Yönelik Kullanıcı Tepkileri Üzerine Bir Araştırma

Year 2025, Volume: 12 Issue: 22, 76 - 101, 30.06.2025

Burcu Öksüz , Malike Ormancı

https://doi.org/10.56133/intermedia.1544872

Abstract

Yapay zeka destekli oluşturulan sanal etkileyiciler, tüm dünyada olduğu gibi Türkiye’de de ilgi çekmektedir. Sanal etkileyiciler, insan olan etkileyiciler gibi sosyal medya kullanıcılarını etkileyebilmekte, belirli duygulara sahip olması ve istenen şekilde davranması yönünde kullanıcıları teşvik edebilmektedir. Sanal etkileyicilerin giderek daha fazla önem kazanması, bu konudaki araştırmaları da zorunlu kılmaktadır. Şöyle ki sanal etkileyicilere ilişkin cevaplanmamış ve merak edilen güvenirlik, etkileyicilik, satışları destekleme durumu gibi pek çok soruyla karşı karşıya bulunulmaktadır. Bu çalışmada, Türkiye’de varlık gösteren sanal etkileyicilere yönelik Instagram kullanıcılarının tepkilerini ortaya koymak amaçlanmıştır. Bu doğrultuda Türkiye’de bulunan Alin ve Alara X adlı iki sanal etkileyicinin Instagram paylaşımlarına gelen kullanıcı yorumları içerik analiziyle incelenmiştir. Elde edilen verilere göre, kullanıcıların sanal etkileyicilere karşı yorumları genellikle olumlu yöndedir. Ardından kullanıcıların sanal etkileyiciye şüpheyle yaklaştığı, yapay zeka olup olmadığını, gerçekçi olup olmadığına gönderme yaptığı sorgulayıcı yorumlar gelmektedir. Az sayıda kullanıcı, fiziksel görünüşün korkutucu olduğuna ilişkin fikirlerini de paylaşmıştır. Araştırmanın sonucuna göre, sanal etkileyicilerin sosyal medya kullanıcıları tarafından benimsendiğini söylemek yanlış olmayacaktır.

Keywords

Yapay Zeka Sanal Etkileyici Instagram Etkileyici Sosyal Medya

References

  • Ahn, R. J., Cho, S. Y., & Sunny Tsai, W. (2022). Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes. Journal of Interactive Advertising, 22(3), 327-335. https://doi.org/10.1080/15252019.2022.2111242
  • Alboqami, H. (2023). Trust me, I'm an Influencer!-Causal Recipes for Customer Trust in Artificial Intelligence Influencers in the Retail Industry. Journal of Retailing and Consumer Services, 72, https://doi.org/10.1016/j.jretconser.2022.103242
  • Allal-Chérif, O., Puertas, R., & Carracedo, P. (2024). Intelligent Influencer Marketing: How AI-Powered Virtual Influencers Outperform Human Influencers. Technological Forecasting and Social Change, 200, 123113. https://doi.org/10.1016/j.techfore.2023.123113
  • Altar, O. & Topsümer F. (2023). Sosyal Medyada Etkileşim: Çevreci Sivil Toplum Kuruluşları Üzerine Bir İnceleme. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 11(23), 1-31.
  • Arsenyan, J., & Mirowska, A. (2021). Almost Human? A Comparative Case Study on the Social Media Presence of Virtual Influencers. International Journal of Human-Computer Studies, 155, 102694. https://doi.org/10.1016/j.ijhcs.2021.102694
  • Audrezet, A., Koles, B. (2023). Virtual Influencer as a Brand Avatar in Interactive Marketing. In Wang, C.L. (eds) The Palgrave Handbook of Interactive Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-14961-0_16
  • Bansal, R., Saini, S., Ngah, A. H., & Durga Prasad, T. (2024). Proselytizing The Potential of Influencer Marketing via Artificial Intelligence: Mapping The Research Trends Through Bibliometric Analysis. Cogent Business & Management, 11(1), 2372889. https://doi.org/10.1080/23311975.2024.2372889
  • Block, E., & Lovegrove, R. (2021). Discordant Storytelling,‘Honest Fakery’, Identity Peddling: How Uncanny CGI Characters are Jamming Public Relations and Influencer Practices. Public Relations Inquiry, 10(3), 265-293. https://doi.org/10.1177/2046147X2110269
  • Bringe, A. (2022). The Rise of Virtual Influencers and What It Means For Brands. https://www.forbes.com/sites/forbescommunicationscouncil/2022/10/18/the-rise-of-virtual-influencers-and-what-it-means-for-brands/?sh=1f65cc836b56 (Erişim Tarihi: 2 Ağustos 2024)
  • Brown, D., & Hayes, N. (2008). Influencer Marketing. Routledge.
  • Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J., & Mavrommatis, A. (2020). From Data to Action: How Marketers Can Leverage AI. Business Horizons, 63(2), 227-243. https://doi.org/10.1016/j.bushor.2019.12.002
  • Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). “I Felt A Little Crazy Following A'doll'" Investigating Real Influence of Virtual Influencers on their Followers. Proceedings of the ACM On Human-Computer İnteraction, 6(GROUP), 1-28.
  • Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). “I Felt a Little Crazy Following a 'Doll'” Investigating Real Influence of Virtual Influencers on their Followers. Proceedings of the ACM on Human-Computer Interaction, 6(GROUP), 1-28. https://doi.org/10.1145/349286
  • Chu, S. C., Yim, M. Y. C., & Mundel, J. (2024). Artificial Intelligence, Virtual and Augmented Reality, Social Media, Online Reviews, and Influencers: A Review of How Service Businesses Use Promotional Devices and Future Research Directions. International Journal of Advertising, 1-31. https://doi.org/10.1080/02650487.2024.2325835
  • Conti, M., Gathani, J. & Tricomi, P. P. (2022). Virtual Influencers in Online Social Media. IEEE Communications Magazine, 60(8), 86-91. https://doi.org/10.1109/MCOM.001.2100786
  • Daneshvary, R., & Schwer, R. K. (2000). The Association Endorsement and Consumers’ Intention to Purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
  • Feng, Y., Chen, H., & Xie, Q. (2024). AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit. Journal of Interactive Advertising, 24(1), 26-47. https://doi.org/10.1080/15252019.2023.2284355
  • Franke, C., Groeppel-Klein, A., & Dincher, J. (2022). Consumers’ Responses to Human-like vs. Cartoon-Like Designed Virtual Models: The Role of Psychological Distance and Message Focus. Advances in Consumer Research, 50, 353-355. https://doi.org/10.1080/00913367.2022.2154721
  • Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8), 178. https://doi.org/10.3390/ admsci13080178
  • Gerlich, M., Elsayed, W., & Sokolovskiy, K. (2023). Artificial Intelligence as Toolset for Analysis of Public Opinion and Social Interaction in Marketing: Identification of Micro and Nano Influencers. Frontiers in Communication, 8, 1075654. https://doi.org/10.3389/fcomm.2023.1075654
  • Glover, E. (16 Nisan 2024). AI Influencers, Explained. https://builtin.com/articles/ai-influencer (Erişim Tarihi: 21 Ağustos 2024).
  • Gradinescu, I. I., Bostanica, E., & Orzan, M. (2023). The Impact of New Technologies on the Future of Marketing: the Challenges of Adopting Artificial Intelligence-Generated Influencers in Marketing Strategies. Is the Romanian Market Ready for this Emerging Trend?. Ovidius University Annals, Economic Sciences Series, 23(1), 617-620. https://stec.univ-ovidius.ro/html/anale/RO/2023-i1/Section%204/10.pdf
  • Gu, C., & Duan, Q. (2024). Exploring the Dynamics of Consumer Engagement in Social Media Influencer Marketing: From the Self-Determination Theory Perspective. Humanities and Social Sciences Communications, 11(1), 1-17. https://doi.org/10.1057/s41599-024-03127-w
  • Hirschmann, R. (2024). Virtual Influencers’ Impact on Purchasing Decisions Singapore 2020. https://www.statista.com/statistics/1103884/singapore-impact-of-virtual-influencers-on-purchasing-decision (Erişim Tarihi: 10 Ağustos 2024)
  • Ingham, L. (2018). Virtual Influencers: Lil Miquela and Shudu Gram are the Vanguard of Online Marketing’s Future. https://www.verdict.co.uk/virtual-influencers-lil-miquela-shudu-gram/
  • Jhawar, A., Kumar, P., & Varshney, S. (2023). The Emergence of Virtual Influencers: A Shift in the Influencer Marketing Paradigm. Young Consumers, 24(4), 468-484.
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of Digital Influencers in Brand Recommendation: Examining Their impact on Engagement, Expected Value and Purchase Intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
  • Jin, S. V., & Viswanathan, V. (2024). “Threatened and Empty Selves Following AI-Based Virtual Influencers”: Comparison Between Followers and Non-Followers of Virtual Influencers in AI-driven Digital Marketing. AI & SOCIETY, 1-15. https://doi.org/10.1007/s00146-023-01832-9
  • Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579.
  • Kádeková, Z., & Holienčinová, M. (2018). Influencer Marketing As A Modern Phenomenon Creating A New Frontier of Virtual Opportunities. Communication Today, 9(2), 90-105. https://doi.org/10.1108/MIP-09-2018-0375
  • Koles, B., Audrezet, A., Moulard, J. G., Ameen, N., & McKenna, B. (2024). The Authentic Virtual Influencer: Authenticity Manifestations in the Metaverse. Journal of Business Research, 170, 114325. https://doi.org/10.1016/j.jbusres.2023.114325
  • Kota, S., & De, T. (2021). Influencer Marketing – A New Virtual Frontier. International Journal of Modern Agriculture, 10(2), 581- 594. http://modern-journals.com/index.php/ijma/article/view/776
  • Krippendorff, K. (2004). Content Analysis An Introduction to its Methodology. Thousand Oaks, California: Sage Publications.
  • Leighton, H. (2019). What It Means For Virtual Instagram Influencers’ Popularity Rising. Forbes, https://www.forbes.com/sites/heatherleighton/2019/11/26/what-it-means-for-virtual-instagram-influencers-popularity-rising/ (Erişim Tarihi: 10 Aralık 2024)
  • Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4
  • Lim, R. E., & Lee, S. Y. (2023). “You are a Virtual Influencer!”: Understanding the Impact of Origin Disclosure and Emotional Narratives on Parasocial Relationships and Virtual Influencer Credibility. Computers in Human Behavior, 148, 107897. https://doi.org/10.1016/j.chb.2023.107897
  • Looi, J., & Kahlor, L. A. (2024). Artificial Intelligence in Influencer Marketing: A Mixed-Method Comparison of Human and Virtual Influencers on Instagram. Journal of Interactive Advertising, 24(2), 107-126. https://doi.org/10.1080/15252019.2024.2313721
  • Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2023). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers. Journal of Advertising, 52(4), 540-557. https://doi.org/10.1080/00913367.2022.2149641
  • Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An Emerging Theory of Avatar Marketing. Journal of Marketing, 86(1), 67-90. https://doi.org/10.1177/0022242921996646
  • Mirowska, A., & Arsenyan, J. (2023). Sweet escape: The Role of Empathy in Social Media Engagement with Human Versus Virtual Influencers. International Journal of Human-Computer Studies, 174, 103008. https://doi.org/10.1016/j.ijhcs.2023.103008
  • Miyake, E. (2023). I am a Virtual Girl from Tokyo: Virtual Influencers, Digital-Orientalism and the (Im) Materiality of Race and Gender. Journal of Consumer Culture, 23(1), 209-228. https://doi.org/10.1177/14695405221117195
  • Molin, V., & Nordgren, S. (2019). Robot or Human? The Marketing Phenomenon of Virtual Influencers: A Case Study About Virtual Influencers’ Parasocial Interaction on Instagram. Yayımlanmamış Yüksek Lisans Tezi, Department of Business Studies, Uppsala Üniversitesi, Uppsala, Sweden.
  • Moustakas, E., Lamba, N., Mahmoud, D. ve Ranganathan, C. (2020). Blurring Lines between Fiction and Reality: Perspectives of Experts on Marketing Effectiveness of Virtual Influencers. 2020 International Conference on Cyber Security and Protection of Digital Services. doi: 10.1109/CyberSecurity49315.2020.9138861
  • Park, G., Nan, D., Park, E., Kim, K. J., Han, J., & del Pobil, A. P. (2021). Computers as Social Actors? Examining How Users Perceive and Interact with Virtual Influencers on Social Media. 15th International Conferenceon Ubiquitous Information Managementand Communication (IMCOM),1–6.
  • Pertiwi, K. D., Andriyani, D., Setiawan, A., & Muthiarsih, T. (2024). Model of Interest in Buying Fashion Products on Tiktok Shop Which is Influenced by Influencer Marketing and Price Perception. Apollo: Journal of Tourism and Business, 2(2), 190-196. https://doi.org/10.58905/apollo.v2i2.297
  • Prasad, B. D. (2008). Content Analysis. A Method of Social Science Research. İçinde A. Rubbin & E. R. Babbie (Ed.). Research Methods for Social Work, Boston: Cengage Learning.
  • Robinson, B. (2020). Towards an Ontology and Ethics of Virtual Influencers. Australasian Journal of Information Systems, 24, https://doi.org/10.3127/ajis.v24i0.2807
  • Sands, S., Ferraro, C., Demsar, V., & Chandler, G. (2022). False Idols: Unpacking the Opportunities and Challenges of Falsity in the Context of Virtual Influencers. Business Horizons, 65(6), 777-788. https://doi.org/10.1016/j.bushor.2022.08.002
  • Skalski, P.D., Neuendorf, K.A. & Cajigas, J.A. (2017). Content Analysis in the Interactive Media Age. İçinde K.A. Neuendorf. The Content Analysis Guidebook. Thousand Oaks: Sage Publications.
  • Song, Y., Wang, L., Zhang, Z., & Hikkerova, L. (2024). AI or Human: How Endorser Shapes Online Purchase Intention?. Computers in Human Behavior, 158, 108300. https://doi.org/10.1016/j.chb.2024.108300
  • Stein, J. P., Linda Breves, P., & Anders, N. (2024). Parasocial Interactions With Real and Virtual Influencers: The Role of Perceived Similarity and Human-Likeness. New Media & Society, 26(6), 3433-3453. https://doi.org/10.1177/14614448221102900
  • Stromer-Galley, J. (2004). Interactivity-as-Product and Interactivityas-Process. The Information Society, 20, 393–396. https://doi.org/10.1080/01972240490508081
  • Thomas, V. L., & Fowler, K. (2021). Close Encounters of Tthe AI Kind: Use of AI Influencers as Brand Endorsers. Journal of Advertising, 50(1), 11-25. https://doi.org/10.1080/00913367.2020.1810595
  • Virtual Influencers Survey + INFOGRAPHIC. https://theinfluencermarketingfactory.com/virtual-influencers-survey-infographic/ (Erişim Tarihi: 2 Ağustos 2024)
  • Wibawa, R. C., Pratiwi, C. P., Wahyono, E., Hidayat, D., & Adiasari, W. (2022). Virtual Influencers: Is The Persona Trustworthy?. Jurnal Manajemen Informatika (JAMIKA), 12(1), 51-62.
  • Xie-Carson, L., Benckendorff, P., & Hughes, K. (2024). Keep it# Unreal: Exploring Instagram Users’ Engagement With Virtual Influencers in Tourism Contexts. Journal of Hospitality & Tourism Research, 48(6), 1006-1019. https://doi.org/10.1177/10963480231180940
  • Yu, J., Dickinger, A., So, K. K. F., & Egger, R. (2024). Artificial Intelligence-Generated Virtual Influencer: Examining The Effects of Emotional Display on User Engagement. Journal of Retailing and Consumer Services, 76, 103560. https://doi.org/10.1016/j.jretconser.2023.103560
  • Zhang, L., & Wei, W. (2021). Influencer Marketing: A Comparison of Traditional Celebrity, Social Media Influencer, and AI Influencer. Boston Hospitality Review, 1-11.
There are 59 citations in total.

Details

Primary Language Turkish
Subjects Social Media Applications and Analysis, New Media
Journal Section Articles
Authors

Burcu Öksüz 0000-0003-4195-9261

Malike Ormancı 0009-0002-8193-6179

Early Pub Date June 29, 2025
Publication Date June 30, 2025
Submission Date September 7, 2024
Acceptance Date January 10, 2025
Published in Issue Year 2025 Volume: 12 Issue: 22

Cite

APA Öksüz, B., & Ormancı, M. (2025). Yapay Zeka Destekli Sanal Etkileyiciler: Türkiye’deki Sanal Etkileyicilere Yönelik Kullanıcı Tepkileri Üzerine Bir Araştırma. Intermedia International E-Journal, 12(22), 76-101. https://doi.org/10.56133/intermedia.1544872
 Download Cover Image

Creative Commons Lisansı Intermedia International E-journal

Bu eser Creative Commons Alıntı-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.