Publication: EVALUATION OF THE EMOTIONAL RESPONSES TO ARTIFICIAL INTELLIGENCE INFLUENCERS IN THAILAND
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0
Issued Date
2024-02-01
Resource Type
ISSN
21852766
Scopus ID
2-s2.0-85183347679
Journal Title
ICIC Express Letters, Part B: Applications
Volume
15
Issue
2
Start Page
155
End Page
160
Rights Holder(s)
SCOPUS
Bibliographic Citation
ICIC Express Letters, Part B: Applications Vol.15 No.2 (2024) , 155-160
Suggested Citation
Korbuakaew G., Vongvit R., Yamada K., Korbuakaew S. EVALUATION OF THE EMOTIONAL RESPONSES TO ARTIFICIAL INTELLIGENCE INFLUENCERS IN THAILAND. ICIC Express Letters, Part B: Applications Vol.15 No.2 (2024) , 155-160. 160. doi:10.24507/icicelb.15.02.155 Retrieved from: https://hdl.handle.net/20.500.14740/20308
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Abstract
Influencers refer to a person who exhibits behavior that may be intentionally or unintentionally motivating another person, which will influence the opinions of consumers both in the real world and on social media by creating noticeable content on various platforms. It affects a person’s decision to purchase and use goods or services. Nowa-days, there are two main characteristics: Traditional Influencers and AI Influencers. The researchers tested how people in society feel about both types of influencers. The Self-Assessment Manikin (SAM) was used to measure feelings in 2 aspects, namely the valence and the arousal aspect, which collected data by simple random method. There were 300 participants in this research. Studying the emotions of participants in terms of valence and arousal towards Traditional Influencers and AI Influencers, it was found that both the valence and arousal of Traditional Influencers are higher than AI Influencers. The results can be used to improve marketing strategies in line with consumer sentiments toward influencers.