Exploring the Role of Homophily and Anthropomorphism in Building Trust and Following Intentions for Fashion AI Influencers: A Conceptual Framework

Abstract

This conceptual study examines the influence of fashion AI influencers on consumers' following intentions, specifically investigating how homophily and anthropomorphism drive consumer trust and consequently impact the intention to follow these influencers. The study presents a conceptual framework grounded on the Stimulus-Organism-Response (SOR) theory, which identifies homophily and anthropomorphism as significant stimuli that influence customer trust. The theory posits that both homophily and anthropomorphism have a significant influence on consumers' inclination to follow AI influencers in the fashion industry, as well as on consumer trust. The study also posits that consumer trust strengthens their intention to follow AI influencers. This research contributes to the existing literature on influencer marketing and consumer behaviour in the burgeoning discipline of AI marketing. It provides valuable insights for stakeholders such as fashion brands and marketers on how to strategically create AI influencers that effectively interact with consumers. Limitations have been acknowledged and recommendations for future research have been proposed.