Disclosure Matters: Perceived Manipulation, Perceived Ethics, and Purchase Intention Toward AI Influencers in Social Media Marketing

The growing use of artificial intelligence (AI) in social media marketing has accelerated the emergence of AI-generated virtual influencers. While these influencers offer brands advantages such as scalability and message control, they also raise concerns regarding manipulation and ethical persuasion. Grounded in the Persuasion Knowledge Model (PKM), this study examines how different AI disclosure conditions influence perceived manipulation, perceived ethics, and purchase intention in AI influencer marketing. A three-condition between-subjects experimental design was employed to compare a human influencer, a disclosed AI influencer, and an undisclosed AI influencer using identical Instagram stimuli. Data were collected from 762 Generation Z female consumers in Türkiye. Structural equation modeling (SEM) was used to test the proposed relationships. The findings revealed that both disclosed and undisclosed AI influencer conditions significantly increased perceived manipulation. Perceived manipulation negatively affected perceived ethics, whereas perceived ethics positively influenced purchase intention. In addition, AI literacy positively affected perceived manipulation and perceived ethics while negatively affecting purchase intention. The findings further demonstrated that disclosure conditions indirectly influenced purchase intention through sequential cognitive and ethical evaluation processes. The study contributes to the AI influencer and digital persuasion literature by demonstrating that disclosure cues shape consumer responses through interconnected psychological mechanisms.