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

Chirag Harchandani; Aditya Singh Chandrawat; Ayushi Upadhyay

doi:10.55544/ijrah.5.2.7

Authors

Chirag Harchandani Student, BBA, St Xavier’s College Jaipur, Rajasthan, INDIA.
Aditya Singh Chandrawat Student, BBA, St Xavier’s College Jaipur, Rajasthan, INDIA.
Ayushi Upadhyay Student, BBA, St Xavier’s College Jaipur, Rajasthan, INDIA.

DOI:

https://doi.org/10.55544/ijrah.5.2.7

Keywords:

Artificial Intelligence, Green Influencer Marketing, Social Media Influencers, Digital Marketing, AI influencer, perceived trustworthiness

Abstract

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.

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