Short answer

Design marketing campaigns for virtual influencers that acknowledge and cater to consumers' underlying psychological needs for compensation and belonging, rather than solely focusing on product promotion.

Field
Innovation & Markets
Source
AI & Society (2024)
Method
Survey-based quantitative research
Evidence
Moderate effect

Consumers engage with AI-based virtual influencers due to a desire to compensate for perceived deficiencies and a need to belong, influenced by the perceived functional benefits and existential threats posed by these digital entities. This innovation & markets research insight is drawn from a 2024 study published in AI & Society. Using Survey-based quantitative research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design marketing campaigns for virtual influencers that acknowledge and cater to consumers' underlying psychological needs for compensation and belonging, rather than solely focusing on product promotion.

Study
Innovation & MarketsRecentModerate effect

Virtual influencers trigger compensatory mechanisms and belonging needs in consumer engagement

Consumers engage with AI-based virtual influencers due to a desire to compensate for perceived deficiencies and a need to belong, influenced by the perceived functional benefits and existential threats posed by these digital entities.

AI & Society · 2024

01

Key Findings

  • 01Compensatory mechanisms mediate the relationship between perceptions of AI-based virtual influencers' functional benefits and existential threats, and usage intentions.
  • 02The need to belong moderates the influence of following status (follower vs. non-follower) on perceived personalization benefits and behavioral intentions to use AI-based virtual influencers.
02

Application

Design takeaway

Design marketing campaigns for virtual influencers that acknowledge and cater to consumers' underlying psychological needs for compensation and belonging, rather than solely focusing on product promotion.

How to apply

When developing marketing strategies involving virtual influencers, consider creating content that offers a sense of achievement, self-improvement, or community to tap into consumers' compensatory mechanisms and need to belong.

Project actions

  • 01When researching consumer behaviour, consider the psychological motivations behind product adoption.
  • 02Explore how digital personas can fulfill unmet consumer needs.
03

Method & Evidence

AimTo investigate the psychological mechanisms, specifically compensatory mechanisms and the need to belong, that influence consumer intentions to engage with AI-based virtual influencers.
MethodSurvey-based quantitative research
ProcedureA survey was administered to assess participants' usage intentions of AI-based virtual influencers, their perceptions of functional benefits and existential threats, and their need to belong. Statistical analyses were used to examine mediation and moderation effects.
ContextAI-driven digital marketing and influencer marketing

Variables

IV["Perceived functional benefits of AI-based virtual influencers","Perceived existential threats of AI-based virtual influencers","Need to belong","Following status (follower vs. non-follower)"]
DV["Usage intentions of AI-based virtual influencers","Perceived personalization benefits of AI-based virtual influencers","Behavioral intentions to use AI-based virtual influencers"]
CV["Demographics of participants","Specific categories of brands using virtual influencers"]
04

Strengths & Limitations

Strengths

  • +Investigates novel psychological drivers for engagement with emerging AI technology.
  • +Provides a framework for understanding consumer behaviour in AI-driven marketing.

Limitations

Surveys can be subjective, and the findings might not apply to all cultural contexts or types of virtual influencers.

Reliability & validity

Reliability could be assessed through test-retest of survey questions, while validity could be enhanced by triangulating survey data with behavioural metrics (e.g., actual engagement rates if possible).

Think critically

To what extent does the perceived authenticity of a virtual influencer impact these compensatory and belonging needs?

05

Design Principles

"Design digital marketing experiences that foster psychological fulfillment and social connection to enhance consumer engagement."

Understanding the psychological drivers behind consumer engagement with virtual influencers is crucial for brands employing AI-driven marketing strategies. This insight helps in crafting more effective campaigns that resonate with consumer needs and motivations, potentially leading to stronger brand loyalty and market penetration.

06

What This Means for Your Design

People follow virtual influencers because they feel like they are missing something in their lives (compensation) and want to feel like they are part of a group (belonging).

How to use in your project

  • 1.This study can inform the rationale for choosing specific user groups or marketing channels in a design project, by highlighting the psychological drivers of engagement.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research indicates that consumer engagement with AI-based virtual influencers is significantly influenced by psychological factors, specifically compensatory mechanisms and the need to belong. Understanding these drivers is essential for designing effective digital marketing strategies that resonate with target audiences.

09

Source

AI & Society

“Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing

journal · 2024

View source

Questions About This Research

What does the research say about virtual influencers trigger compensatory mechanisms and belonging needs in consumer engagement?
Design marketing campaigns for virtual influencers that acknowledge and cater to consumers' underlying psychological needs for compensation and belonging, rather than solely focusing on product promotion. Evidence: AI & Society (2024).
Why does "Virtual influencers trigger compensatory mechanisms and belonging needs in consumer engagement" matter for design?
Understanding the psychological drivers behind consumer engagement with virtual influencers is crucial for brands employing AI-driven marketing strategies. This insight helps in crafting more effective campaigns that resonate with consumer needs and motivations, potentially leading to stronger brand loyalty and market penetration.
How can designers apply this research?
Design marketing campaigns for virtual influencers that acknowledge and cater to consumers' underlying psychological needs for compensation and belonging, rather than solely focusing on product promotion.
What were the main findings?
Compensatory mechanisms mediate the relationship between perceptions of AI-based virtual influencers' functional benefits and existential threats, and usage intentions.. The need to belong moderates the influence of following status (follower vs. non-follower) on perceived personalization benefits and behavioral intentions to use AI-based virtual influencers.
What research method was used?
Survey-based quantitative research.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2024 journal from AI & Society.
What should I do differently in my next project?
When developing marketing strategies involving virtual influencers, consider creating content that offers a sense of achievement, self-improvement, or community to tap into consumers' compensatory mechanisms and need to belong.
What are the limitations?
The study relies on self-reported data, and the specific context of AI-driven digital marketing might evolve rapidly.