AI versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism Related to Influencer Marketing

Despite the exponential growth of influencer marketing, little research has examined how consumers’ coping mechanism differs with two types of influencers (AI vs. human). Drawing on the persuasion knowledge model, action identification theory, and construal-level theory, we redefined agent knowledge as a core belief that shapes different autonomy perceptions of the influencers. Employing two single-factor between-subject experiments, Study 1 revealed that consumers perceived AI (vs. human) as a heteronomous agent, which guides a low-level construal devoid of perceived superordinate intentions. Building on these findings, Study 2 showed that consumers’ agent knowledge of AI (vs. human) negatively affected attitudinal and behavioral changes, being sequentially mediated by source credibility and perceived persuasion effectiveness, respectively. Theoretical and practical implications are discussed.