| Abstract [eng] |
This master’s thesis consists of two main parts: a theoretical analysis and an empirical research, followed by conclusions and recommendations. The main purpose of the thesis is to analyse the influence of real and artificial intelligence (AI)–generated influencers on consumers’ relationship with brands. The theoretical part reviews scientific literature on consumer–brand relationships and influencer marketing. It analyses key constructs of consumer–brand relationships, including brand attitude, brand trust and brand love, and discusses the role of influencer characteristics such as credibility, attractiveness, expertise, authenticity and homophily. In addition, the differences between real and AI-generated influencers are examined, highlighting both their advantages and limitations in marketing communication. The empirical research was conducted using a quantitative survey method. Two versions of a questionnaire were developed to assess consumers’ responses to brand communication delivered either by a real influencer or an AI-generated influencer. The data were collected from Lithuanian consumers and analysed using the SPSS statistical software package. Descriptive statistics, reliability analysis (Cronbach’s alpha), independent samples t-tests, one-way ANOVA and regression analysis were applied to test the proposed hypotheses. In all cases, Cronbach’s alpha coefficients exceeded the recommended threshold of 0.7, indicating good internal consistency of the measurement scales. The results of the study revealed that real influencers are evaluated more favourably than AI-generated influencers in terms of trust, authenticity and perceived expertise. However, AI-generated influencers were found to have a comparable influence on brand attitude in certain contexts. The findings also showed that consumers’ age does not have a statistically significant effect on the evaluation of AI-generated influencers. Overall, the study confirms that influencer characteristics play an important role in shaping consumers’ relationship with brands, while the effectiveness of AI-generated influencers remains context-dependent. The conclusions and recommendations provide insights for both academics and practitioners, suggesting that while AI-generated influencers offer brands greater control and consistency, issues related to authenticity and trust remain critical factors in influencer marketing stategies. |
