Abstract
This mini-dissertation explores how South African audiences perceive the authenticity, credibility, and relational depth of human versus virtual influencers (VIs) within the fashion and beauty industry. While VIs are globally recognised for their innovation, scalability, and brand safety, their relevance in culturally diverse and socio-economically uneven contexts such as South Africa remains underexplored. Grounded in Parasocial Relationship (PSR) Theory, the study examines whether AI-generated personas can foster consumer trust and engagement comparable to human influencers.
Adopting a qualitative research design, the study utilised semi-structured interviews with six participants—three human micro-influencers and three Generation Z consumers—aged 25 to 28. Data were analysed thematically using Braun and Clarke’s (2006) framework. Three interrelated themes emerged: (1) authenticity, relatability, and cultural credibility; (2) commercial value and industry integration; and (3) AI autonomy, ethical risk, and pathways to acceptance. Findings indicate that authenticity remains the cornerstone of influence in South Africa’s digital ecosystem. Human influencers were viewed as trustworthy and relatable due to their lived experiences and cultural fluency, while VIs were often regarded as visually impressive yet emotionally detached. However, participants acknowledged the strategic potential of VIs when used to complement, rather than replace, human influencers.
The study concludes that the effectiveness of VIs in South Africa depends on transparency, cultural adaptation and ethical governance. Brands are encouraged to adopt hybrid strategies that integrate human authenticity with AI innovation while remaining sensitive to local socio-cultural dynamics. The research contributes to PSR theory by contextualising it within a Global South framework and provides actionable insights for practitioners and scholars seeking to understand the evolving role of AI in influencer marketing.