https://doi.org/10.65725/JCMCE/2S1/016JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
Volume 2, Special Issue 1, 2026
Special Issue : Algorithmic Economies: AI Across Digital Finance, Social Life, and Higher Education
Abstract:
The rapid growth of influencer marketing has created diverse opportunities for the brands to interact with the consumers. At the same time, concerns regarding manipulated follower counts, artificial engagement and questionable influencer authenticity have become increasingly relevant. Artificial Intelligence (AI) is used as a technological mechanism for finding skeptical patterns and supporting fraud detection. However, the use and acceptance of these systems are largely influenced by consumers’ perceptions and trust.
The present study focuses trust and concerns of consumers regarding AI-driven fraud detection and consumer attitudes towards transparency, AI-based verification and measures intended to strengthen authenticity in influencer marketing. The study adopts a descriptive research design and uses primary data collected from 70 respondents through a structured questionnaire. The findings show that respondents demonstrate cautious acceptance of AI-driven fraud detection. Half of the respondents reported that they somewhat trust AI, whereas complete trust was comparatively limited. Concerns relating to transparency, privacy, false identification and possible bias were also identified. The findings further reveal that consumers attach considerable importance to transparency and generally support AI-based verification systems. Respondents also expressed favourable opinions regarding the use of AI tools by brands while evaluating influencers for collaboration. The study concludes that AI can contribute to improving authenticity in influencer marketing, but its acceptance depends on the development of transparent, reliable and accountable systems.
Authors: Ms.B.Akshaya, Dr. Sambamurthy Padmavathi
Keywords: Artificial Intelligence, Influencer Marketing, Consumer Trust, Fraud Detection, Transparency, AI Verification, Influencer Authenticity.