• Jennifer Bacha
• Dr. indra Meghrajani

Social media has revolutionized marketing communication, with influencers becoming essential intermediaries between brands and consumers. The emergence of AI-powered virtual influencers has introduced a new dimension to digital promotion, presenting both benefits and limitations. This paper offers a comparative analysis of human and AI influencers on Instagram Reels by examining engagement rates, perceived authenticity, trust, and purchase intention. The results indicate that although AI influencers attract younger audiences through novelty and innovation, human influencers are still considered more trustworthy and emotionally relatable. The study discusses managerial, theoretical, and ethical implications while identifying areas for future empirical research.

Human influencers, AI influencers, Instagram Reels, Influencer marketing, Engagement rate, Purchase intention, Consumer behavior, Elaboration Likelihood Model (ELM), Source Credibility Theory, Social Presence Theory, Parasocial interaction, Emotional connection, Perceived value, Novelty appeal, Digital marketing, Generation Z, Audience engagement, Influencer credibility, Virtual influencers, Hybrid influencer models, Authenticity perception, Content strategy, Brand communication, Trustworthiness, Expertise, Attractiveness, Social media strategy, Marketing communication, Ethical marketing, Consumer relatability, Campaign performance, Influencer effectiveness, Digital persuasion, Influencer typology, Social media analytics, AI-driven marketing, Consumer trust, Cultural acceptance.

"Comparative Empirical Study on Instagram Reels: Human Influencers vs AI Influencers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.b412-b417, October-2025, Available :http://www.jetir.org/papers/JETIR2510156.pdf

"Comparative Empirical Study on Instagram Reels: Human Influencers vs AI Influencers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppb412-b417, October-2025, Available at : http://www.jetir.org/papers/JETIR2510156.pdf