Faculty/School

Faculty of Business and Law

School of Advertising, Marketing and Public Relations

Topic status

We're looking for students to study this topic.

Research centre

Centre for Future Enterprise

Primary Supervisor

Dr Thusyanthy Lavan
Position
Lecturer (TIEA)
Division / Faculty
Faculty of Business & Law

Overview

Artificial Intelligence (AI) is transforming influencer marketing through the emergence of AI-generated virtual influencers. As brands increasingly collaborate with these digital communicators, there is limited understanding of which design characteristics make AI influencers appear credible, trustworthy, and engaging to consumers. This project investigates how design characteristics—such as anthropomorphism, visual realism, emotional expression, communication style, storytelling, transparency, and AI disclosure—influence consumer perceptions and behavioural responses. This interdisciplinary project integrates marketing, consumer behaviour, artificial intelligence, psychology, digital communication, and human-computer interaction. The student will contribute to an emerging research program on Digital Source Credibility in AI-Mediated Marketing by conducting a comprehensive literature review and assisting with the development of survey and experimental research instruments for future empirical studies.

Research engagement

The student will conduct a comprehensive literature review on AI-generated virtual influencers, source credibility, anthropomorphism, consumer trust, and digital marketing. They will identify current research trends, theoretical perspectives, and research gaps relevant to AI-enabled marketing. The student will also assist in designing and refining survey questionnaires and experimental scenarios to examine how different AI influencer design characteristics affect consumer perceptions, trust, engagement, and behavioural intentions.

Research activities

The student will search and review academic literature using QUT Library databases, including Scopus, Web of Science, Business Source Complete, and ProQuest. They will synthesise research findings, develop evidence tables, and organise relevant literature using Microsoft Excel and Word. The student will also assist with developing survey instruments, designing experimental stimuli, and refining research materials for future quantitative studies. Throughout the project, the student will work closely with Dr Thusyanthy Lavan (School of Advertising, Marketing and Public Relations) and receive regular supervision, mentoring, and feedback.

Research skills

The student will gain practical experience in conducting literature reviews, synthesising academic evidence, survey development, experimental research design, academic writing, and research planning. They will also develop a strong understanding of AI-enabled marketing, consumer behaviour, digital source credibility, and quantitative research methods.

Outcomes

This project aims to identify the design characteristics that contribute to credible AI influencers and to improve understanding of how these characteristics influence consumer trust, engagement, and behavioural intentions. The expected outcomes include a comprehensive literature review, a conceptual framework identifying key AI influencer design characteristics, and the development of survey and experimental research instruments for future empirical studies. The student will also prepare a presentation for the Faculty of Business and Law VRES Showcase.

Skills and experience

No formal prerequisites are required. Students with an interest in digital marketing, artificial intelligence, consumer behaviour, psychology, communication, or social media research are encouraged to apply. Applicants should possess good academic writing and critical thinking skills, be able to work independently, and have a basic understanding of searching academic literature using databases such as Scopus and Web of Science. Previous experience with literature reviews or research methods would be advantageous but is not essential.

Start date

2 November, 2026

End date

19 February, 2027

Location

The project will primarily be undertaken either remotely or on campus at QUT Gardens Point, depending on the student's preference and supervision arrangements. Flexible working arrangements will be available where appropriate.

Additional information

The student will have access to QUT Library databases, including Scopus, Web of Science, Business Source Complete, and ProQuest, together with relevant academic literature, project materials, and research software where appropriate. Regular supervision, mentoring, and feedback will be provided throughout the project.

The student will receive guidance in conducting literature reviews, developing survey instruments, designing experimental studies, and preparing research materials.

Keywords

Contact

Thusyanthy lavan

07 3138 5218

thusyanthy.lavan@qut.edu.au