The Influence of Artificial Intelligence Influencers^ Attractiveness on Purchase Behavior: The Mediating Role of Engagement and the Moderating Role of Influencer-Follower Congruence
Robiyanto, Widya Paramita

Faculty of Economics and Business (FEB), Gadjah Mada University. Jln. Sosio Humaniora No.1, Bulaksumur, Depok, Sleman, Yogyakarta 55281

Abstract

This study investigates the influence of artificial intelligence (AI) influencers^ attractiveness on purchase behavior, with engagement as a mediator and influencer-follower congruence as a moderator. Grounded in Source Credibility Theory and Self-Congruence Theory, this research examines how different dimensions of AI influencers^ attractiveness-physical and social-affect engagement and purchasing behavior. Using a quantitative approach, data were collected from 273 respondents via an online survey and analyzed through Structural Equation Modeling (SEM). The results indicate that physical attractiveness has a stronger impact on engagement (&#946- = 0.350) compared to social attractiveness (&#946- = 0.268), highlighting the continued importance of digital aesthetics in capturing followers^ attention-even in non-human influencer contexts. However, only social attractiveness significantly influences purchase behavior (&#946- = 0.302), suggesting that relational cues such as warmth and friendliness drive consumer action more than visual appeal. Furthermore, engagement significantly mediates the relationship between AI influencers^ attractiveness and purchase behavior, reinforcing its critical role in the digital marketing funnel. In contrast, influencer-follower congruence does not significantly moderate this relationship, challenging assumptions of Self-Congruence Theory and indicating that perceived alignment may be less relevant when the influencer is non-human. These findings contribute to theoretical advancements by extending Source Credibility Theory into AI-driven environments and calling for a re-evaluation of Self-Congruence Theory. Practically, the study offers strategic insights for marketers on leveraging AI influencers^ visual and social cues to enhance engagement and stimulate purchasing behavior.

Keywords: AI influencer- engagement- purchase behavior- self-congruence- source credibility

Topic: Marketing management