MDOI › International Journal of Multidisciplinary Studies and Innovative Researchs › 110.0279/INT.2026.00253

Article

Cognitive and affective factors in AI virtual influencer marketing: A stimulus–organism–response and pleasure–arousal–dominance model approach

Chin Lay Gan, Yi Yong Lee, Tze Wei Liew, Su Mae Tan, Faizan Ahmad, Adhi Prasetio 2025 International Journal of Multidisciplinary Studies and Innovative Researchs

Access Resource Linked Document

Abstract

Despite the exponential rise of AI-powered virtual influencer (VI), the role of user-centric elements, particularly experiential content and emotional factors in shaping consumer decision-making remains underexplored. This study adopts the Stimulus–Organism–Response (S-O-R) framework and incorporates the Pleasure-Arousal-Dominance (PAD) model to conceptualize emotional responses in the VI context. The present research integrates affective (perceived enjoyment, hedonic motivation) and cognitive (satisfaction) emotional states to better understand consumer responses to VI. We surveyed 248 VI followers and employed structural equation modeling to test the conceptual framework. The findings reveal that: (1) Perceived interactivity significantly influences both affective (emotional states, perceived enjoyment, hedonic motivation) and cognitive states (satisfaction); (2) perceived risk and visual appeal significantly influence emotional states; (3) visual appeal significantly influences perceived enjoyment; and (4) hedonic motivation and satisfaction significantly influence willingness to buy. The findings provide practical guidance for designing emotionally engaging VI campaigns by leveraging key stimuli to influence consumer behavior.

Identifier Metadata

Identifier	110.0279/INT.2026.00253
Canonical	mdoi:110.0279/INT.2026.00253
Resolver URL	https://mdoi.org/110.0279/INT.2026.00253
Resource URL	Open resource
Document URL	Open document
Content Type	Article
Authors	Chin Lay Gan, Yi Yong Lee, Tze Wei Liew, Su Mae Tan, Faizan Ahmad, Adhi Prasetio
Year	2025
Depositor	International Journal of Multidisciplinary Studies and Innovative Researchs Organisation
Prefix	110.0279
Registered	June 22, 2026
Updated	June 23, 2026
Status	Active
Visibility	Public

Cite This Identifier

APA 7th Edition

Click to copy

MLA 9th Edition

Click to copy

Chicago 17th Edition

Click to copy

BibTeX

Click to copy

Persistent Identifier

mdoi:110.0279/INT.2026.00253

Click to copy

MDOI membership MDOI registry MDOI guidelines

About MDOI

MDOI identifiers are permanent and unique identifiers assigned to digital objects to ensure long-term access, tracking, and referencing.

MDOI provides a permanent identity for digital objects.
Each MDOI is unique and points to one specific resource.
The prefix, such as 110.XXXX, identifies the registrant.
The suffix identifies the exact digital object.
MDOI remains stable even when a website URL changes.
It helps prevent broken links in digital publishing.
It makes academic and digital resources easier to find and cite.
MDOI supports proper tracking and management of digital content.
It improves the credibility and visibility of published resources.
MDOI ensures digital objects remain accessible, traceable, and reliable over time.

Registered by International Journal of Multidisciplinary Studies and Innovative Researchs

Cognitive and affective factors in AI virtual influencer marketing: A stimulus–organism–response and pleasure–arousal–dominance model approach

Related Identifiers 6