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However, little is known about who the followers of these AI-based virtual influencers are and more importantly, what drives the followers to use AI-based virtual influencers. The results from a survey support the notion that compensatory mechanisms and the need to belong play important roles in affecting usage intentions of AI-based virtual influencers. Specifically, the study finds that usage intentions are mediated and moderated by compensatory mechanisms that arise from the perception of AI-based virtual influencers\u2019 functional benefits and existential threats to human identity. Furthermore, the need for belonging moderates the effects of the following status (following versus non-following) on perceived personalization benefits of AI-based virtual influencers and behavioral intentions to use AI-based virtual influencers. This study provides important implications for academia delving into the social, cultural, and philosophical implications of AI-based virtual influencers for human societies as well as for brands that plan to use AI-based virtual influencers and gain a better understanding of their customers\u00a0in AI-driven digital marketing.<\/jats:p>","DOI":"10.1007\/s00146-023-01832-9","type":"journal-article","created":{"date-parts":[[2024,1,18]],"date-time":"2024-01-18T08:02:29Z","timestamp":1705564949000},"page":"117-131","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":26,"title":["\u201cThreatened and empty selves following AI-based virtual influencers\u201d: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing"],"prefix":"10.1007","volume":"40","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1454-8280","authenticated-orcid":false,"given":"S. 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