Volume 3 Issue 2 | 2026 | View PDF
Paper Id:IJMSM-V3I2P111
doi: 10.71141/30485037/V3I2P111

Impact of Virtual Influencers (AI Influencers) on Generation Z Purchase Behaviour

Dr. Neha Gupta, Nancy Yadav, Ritul, Swati

Citation:
Dr. Neha Gupta, Nancy Yadav, Ritul, Swati, "Impact of Virtual Influencers (AI Influencers) on Generation Z Purchase Behaviour" International Journal of Multidisciplinary on Science and Management, Vol. 3, No. 2, pp. 94-98, 2026.

Abstract:
Virtual influencers, also known as AI influencers, are digitally created personas that interact with audiences on social media platforms. Brands are increasingly using these entities to influence consumer behaviour, more so Generation Z (Gen Z) as a cohort because it is a highly digital generation and highly engages with online content. This paper analyzes how virtual influencers affect the Gen Z purchase behaviour by incorporating the constructs of trust, perceived usefulness, engagement, authenticity, and privacy concerns in the context of the Technology Acceptance Model (TAM) and the Source Credibility Theory. Through a structured survey-based research design and with the prior empirical studies, the findings indicate that although virtual influencers are very effective in creating engagement and brand awareness, their impact on real-world purchase decisions is highly mediated by trust and perceived authenticity. Privacy issues hurt trust, thus lowering purchase intention. The paper suggests both the theoretical and practical implications of AI-based influencer marketing to marketers. Background: Virtual influencers are becoming a popular tool in digital marketing to connect with Generation Z consumers. Method: A quantitative study using a structured questionnaire with 250 respondents was conducted. Descriptive statistics, correlation, and regression analysis were used to analyze the data. Results: Engagement (M = 4.2) showed the highest mean, followed by purchase intention (M = 3.9) and trust (M = 3.8). Privacy concern negatively affected trust (β = -0.45, p < 0.001), while trust positively influenced purchase intention (β = 0.52, R² = 0.61, p < 0.001).Conclusion Virtual influencers can be used effectively when engaging with people and raising awareness, whereas the aspects of trust and authenticity should be considered essential to influencing purchase behaviour.

Keywords: Virtual Influencers, AI Influencers, Generation Z, Purchase Intention, Trust, Privacy, TAM, Digital Marketing.

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