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 the way organisations communicate with consumers through AI-mediated digital sources, including virtual influencers, AI brand ambassadors, conversational AI, digital avatars, AI customer service agents, AI shopping assistants, and AI tutors. While these technologies are increasingly adopted across industries, research examining their credibility remains fragmented across multiple disciplines, with no integrated understanding of how digital source credibility is conceptualised, developed, and evaluated.

This interdisciplinary project aims to conduct an integrative review of the emerging literature on digital source credibility in AI-mediated marketing. Drawing on marketing, consumer behaviour, communication, psychology, information systems, artificial intelligence, and human–computer interaction, the project will synthesise existing knowledge to identify key credibility dimensions, theoretical foundations, antecedents, outcomes, and future research directions. The findings will contribute to the development of a conceptual framework that will guide future empirical research in this emerging field.

Research engagement

The student will undertake a comprehensive integrative review of academic literature relating to AI-mediated digital sources, including virtual influencers, AI brand ambassadors, conversational AI, AI customer service agents, AI shopping assistants, AI tutors, and digital avatars. The student will identify how credibility has been conceptualised across different research domains and examine the theories, constructs, methodologies, and research contexts used in existing studies. The student will also assist in synthesising the literature, identifying research gaps, and contributing to the development of an integrative conceptual framework that explains digital source credibility across AI-mediated communication contexts.

Research activities

The student will conduct structured searches of academic literature using QUT Library databases, including Scopus, Web of Science, Business Source Complete, ProQuest, and other relevant databases. They will screen and organise articles, extract key information, and prepare evidence tables summarising theoretical perspectives, research methods, credibility constructs, antecedents, and outcomes. The student will assist in synthesising findings across multiple disciplines, developing conceptual diagrams, identifying future research opportunities, and contributing to the preparation of a review manuscript. 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 integrative literature reviews, academic database searching, evidence synthesis, theory development, conceptual framework development, and academic writing. They will also develop skills in critical analysis, research synthesis, and identifying future research opportunities. The project will provide valuable knowledge of AI-enabled marketing, digital marketing, consumer behaviour, source credibility, interdisciplinary research, and responsible AI communication.

Outcomes

The project aims to develop a comprehensive understanding of digital source credibility in AI-mediated marketing by integrating knowledge across multiple AI-enabled communication contexts.

Expected outcomes include:

  • a comprehensive integrative review of the literature;
  • identification of key credibility dimensions, theoretical foundations, antecedents, and outcomes;
  • development of an integrative conceptual framework for digital source credibility in AI-mediated marketing;
  • identification of future research directions; and
  • preparation of 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, consumer behaviour, artificial intelligence, communication, psychology, information systems, or emerging digital technologies 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 conducting literature reviews or academic research 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

he student will have access to QUT Library databases, including Scopus, Web of Science, Business Source Complete, ProQuest, and other relevant research databases. Relevant academic articles, project materials, and guidance on conducting integrative literature reviews will be provided. The student will receive regular supervision, mentoring, and feedback throughout the project, together with guidance on literature synthesis, conceptual framework development, and academic writing.

Keywords

Contact

Dr Thusyanthy Lavan

07 3138 5218

thusyanthy.lavan@qut.edu.au