Citation:

Shabira Maharani, Rista Nurdianasari, Zelika Nidya Damarani. "The Future of Influencer Marketing: Human Authenticity versus Artificial Intelligence – A Literature Review" International Research Journal of Economics and Management Studies, Vol. 5, No. 5, pp. 70-78, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I5P108

Abstract:

The rapidly evolving influencer marketing industry faces a paradox between human authenticity and the sophistication of artificial intelligence (AI). This article examines literature from 2015–2026 on the future of influencer marketing in relation to authenticity and virtual influencers (AI influencers) using a systematic literature review approach. The conceptual framework draws on source credibility theory (Ohanian, 1990), the persuasion knowledge model (Friestad & Wright, 1994), cognitive dissonance theory (Festinger, 1957), and parasocial interaction theory (Horton & Wohl, 1956), highlighting the role of authenticity in building consumer trust and shaping engagement and purchase intention. Key findings indicate that human influencers (HIs) are generally perceived as more authentic and credible than digital avatars, although virtual influencers (VIs) can excel in message consistency and content innovation. Consumer trust and engagement are confirmed as critical mediators of campaign effectiveness. Comparative studies reveal that human endorsers tend to generate more positive brand attitudes and purchase intentions than virtual influencers; however, virtual influencers attract greater visual attention and can increase purchase intention among specific Gen Z cohorts. Ethical concerns including deception, disclosure obligations, and algorithmic bias are also discussed. Practical recommendations include adopting mixed influencer strategies (human + virtual) based on campaign objectives, with an emphasis on communication transparency. This article contributes to the development of digital marketing theory and offers managerial implications for industries integrating AI into brand communication strategies.

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Keywords:

Influencer Authenticity, Virtual Influencers (AI), Consumer Trust, User Engagement, Purchase Intention, Parasocial Relationship, Digital Marketing Ethics.