The Impact of Artificial Intelligence on Trustworthiness and Authenticity in Green Influencer Marketing

Bibliographic Data

ID22200736
AuthorsChirag Harchandani (St Xavier’s College), Aditya Singh Chandrawat (St Xavier’s College), Ayushi Upadhyay (St Xavier’s College)
Year2025
Volume5
Issue2
Pages41-46
Publication date2025-03-16
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueIntegrated Journal for Research in Arts and Humanities (JOURNAL)
Journal identifiersISSN: 2583-1712 • E-ISSN: 2583-1712
PublisherStallion Publication (PUBLISHER)
DOI10.55544/ijrah.5.2.7
OpenAlexW4408610544
LanguageEN
Citations received1
References cited20

In recent times, influencer marketing has become one of the crucial components of digital marketing tactics. We are living in a social media age where social media influencers have become the key voices in all fields and influencer marketing initiatives are becoming increasingly successful. They have started integrating AI into their content, analysis and audience engagement processes which can be of great benefit to them but at the same time, it presents new challenges for authenticity and genuineness. The findings of the research show the positive impact of Artificial intelligence on Influencer marketing but at the same time, it also aims to identify the challenges faced in green influencer marketing and how AI impacts its perceived trustworthiness and authenticity across major social media platforms including Instagram, and YouTube. Through analysis of sustainability-focused posts from influencers and survey responses from their followers, this paper examines the difference in impact between AI-enhanced content and authentic content. It also identifies how followers respond to AI influencer preferences and how this affects trust, particularly in AI-generated content. The findings also contribute to emerging theories of digital authenticity in social media marketing

Advertising · Business · Influencer marketing · Internet privacy · Marketing management · Relationship marketing · Trustworthiness · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing

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