Influence of Virtual Influencers (AI-Generated Influencers) on Self-Esteem And Lifestyle Satisfaction

Abstract

Delivering on the trend of quick progress of artificial intelligence, social media has seen the advent of virtual influencers, AI-based online personalities actively communicating with audiences and pushing a perfectized lifestyle. In contrast to human influences, these virtual agents offer highly edited, impeccable and controlled images, the impact of which can have a profound effect on the psychological well-being of users. This paper looked at the effects of virtual influencers on self-esteem and lifestyle satisfaction among higher education learners. The study was based on the social comparison theory and examined the impact of being exposed to AI-based influencers on the self-perceptions and judgments of the quality of their lives. The cross-sectional survey design was a quantitative design and convenience sampling was used to collect data on 300 students in six universities located in Lahore. The dependent variables were measured using standardized instruments, such as Rosenberg Self-esteem Scale and Satisfaction with Life Scale and the exposure to virtual influencers was measured with frequency and perception-based items. Analysis of the data was carried out through SPSS and AMOS/SmartPLS which incorporated descriptive statistics, reliability analysis, correlation and Structural Equation Modeling (SEM). The results showed that the exposure of virtual influencers influenced negatively the self-esteem and lifestyle satisfaction significantly. The paper leads to the expanding area of digital media psychology as it brings light to the psychological dangers of AI-driven social media content. It also offers some practical implications to educators, policymakers and developers of digital platforms of how to encourage healthier online experiences and responsible use of emerging technologies.