Quantitative Component in Research Study

Research Methodology

• The study employs a mixed-methods approach, combining quantitative and qualitative components to explore the impact of AI influencers on consumers.

Quantitative Component

• An online survey using Google Forms is used to collect numerical data on consumption patterns of AI influencers.
• The survey instrument is designed to capture participants' perceptions, attitudes, and behaviors related to AI influencers.
• The survey covers aspects such as frequency of behaviors, opinions on certain issues, and attitudes towards AI influencers.

Qualitative Component

• Semi-structured in-person interviews are conducted with a subset of participants to explore their attitudes, motivations, and experiences.
• Observational techniques are employed to observe and document behaviors and consequences in both online and real-life contexts.

Research Objectives

• The study aims to understand how interacting with AI influencers on social media affects people's feelings, self-perception, mood, and behaviors.
• The study focuses on individuals aged 18-35, living in Sion, Mumbai, who are active social media users and follow or chat with AI influencers.

Data Analysis

• The study involves analyzing data collected through in-person surveys to understand the impact of AI influencers on consumers.
• The analysis aims to identify commonalities and differences in participants' responses to inform future studies.

Contribution to Existing Knowledge

• The study addresses gaps and limitations in existing literature on virtual celebrities/AI influencers and their impact on the market and consumers.
• The study's longitudinal approach and individualized exploration provide a unique perspective on the phenomenon, contributing to the development and improvement of the virtual celebrity/AI influencer industry.