Virtual Influencers: The impact of cultural intelligence on perceived credibility
(R2024-122543)

AUTHORS

Maike Hübner, Hochschule Ruhr West University of Applied Sciences, Mülheim a.d. Ruhr, Germany; Julia Thalmann, Hochschule Ruhr West University of Applied Sciences, Mülheim a.d. Ruhr, Germany; Andrea Schmidt, Hochschule Ruhr West University of Applied Sciences, Mülheim a.d. Ruhr, Germany

ABSTRACT

This study examines the role of cultural intelligence in shaping the perceived credibility of virtual influencers within digital marketing. Through a quantitative analysis of international survey data, findings reveal that virtual influencers exhibiting higher metacognitive and behavioral cultural intelligence significantly enhance their credibility among consumers. These insights suggest that integrating cultural intelligence into virtual influencers development can bolster consumer trust, pointing to a strategic direction for marketers in leveraging AI with cultural sensitivity. The research underscores the transformative potential of culturally intelligent virtual influencers in digital marketing, contributing to a deeper understanding of consumer engagement strategies in a diverse global marketplace.