What is it about?
AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior through form, behavior, and emotional realism. This study examines the effect of form, behavioral, and emotional realism on consumer engagement and para-social relationships with content authenticity as the boundary condition.
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Why is it important?
DHAI’s form, behavioral, and emotional realism positively influence customers’ engagement with DHAI, but only the behavior and emotional realism of DHAI positively affect the para-social relationship. Further, perceived DHAI’s content authenticity moderates the effect of DHAI engagement and para-social relationship on DHAI sentimental attachment.
Perspectives
This study provides novel and practical insights for developing an AI-powered digital human avatar influencer (DHAI) by considering realism characteristics for enhanced customer engagement, para-social relationships, and attachment toward DHAI and brands.
Dr. Manish Das
Tripura University
Read the Original
This page is a summary of: Do I look real? Impact of digital human avatar influencer realism on consumer engagement and attachment, Journal of Consumer Marketing, February 2025, Emerald,
DOI: 10.1108/jcm-05-2024-6853.
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