EVALUATION OF THE EMOTIONAL RESPONSES TO ARTIFICIAL INTELLIGENCE INFLUENCERS IN THAILAND

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.