A Study on the Adoption of the Artificial Intelligence Product Virtual Influencer on Instagram in the Context of the Spread of Innovations by Followers

Abstract

Large companies use AI product virtual influencers as a marketing tool to make a profit. It is noteworthy that virtual influencers operate on Instagram, the photo-sharing network. This research discussed how Instagram users perceive the virtual influencer which is created by artificial intelligence in the perspective of the diffusion of innovations. It also focused on the direction of the comments made by Instagram users. The research is structured according to the case study within the scope of qualitative research. The following research questions are addressed in this article: "How do Instagram users perceive the shares of the A.I. virtual influencer? What is the direction of the comments made by Instagram users who follow the A.I. virtual influencer?" The obtained data were analyzed by qualitative and quantitative content analysis methods. According to the results of the analysis, it has been observed that Instagram users tend to accept the virtual influencer seen as an innovation. At the same time, it was noted that the tendency to accept leads to purchasing behavior.