Impact of Virtual Influencers on Consumer Trust and Purchase Intention: An Empirical Study of Fintech Industry

Abstract

The rapid growth of Artificial Intelligence, social media, and digital technologies has transformed influencer marketing, leading to the emergence of virtual influencers as a new form of digital communication. This study examines the impact of virtual influencers on consumer trust and purchase intention in the fintech industry. Virtual influencers, created using artificial intelligence, computer generated imagery, and digital storey telling, are increasingly being used by financial technology companies to engage digitally oriented consumers. The study focuses on key characteristics of virtual influencers, including credibility, attractiveness, authenticity, perceived expertise, and interactivity. The study is expected to provide insights into how consumers perceive AI-generated influencers in the highly trust-sensitive fintech sector. The findings may help fintech companies develop effective influencer marketing strategies while addressing concerns related top authenticity, transparency, privacy and credibility. A sample of 349 was collected to find the result of the study. The factors affecting the Impact of Virtual Influencers on Consumer Trust and Purchase Intention are Virtual Influencer Credibility, Authenticity, Attractiveness & Engagement and Transparency.