Social Legitimacy of AI Influencers
DOI:
https://doi.org/10.46324/PMP2601001Keywords:
AI Influencers, social legitimacy, exposure effect, TikTokAbstract
This study examines the perceptions of Bulgarian audiences toward AI influencers, specifically those created for the social experiment "The Dundarevs’ Family" on TikTok. Findings from an online survey of 131 respondents indicate that simulacra elicit positive emotions such as laughter, sympathy, and a sense of closeness. Nevertheless, respondents express caution regarding the authenticity and social legitimacy of these virtual entities. Age emerges as a significant factor: younger users are more adept at recognizing synthetic content and tend to be more critical, whereas older users exhibit greater hesitancy. The exposure effect is also evident, as regular interaction with AI content increases both tolerance and willingness to follow virtual influencers. Despite these trends, skepticism remains prevalent, resulting in a gap between conceptual acceptance and actual willingness to engage with synthetic images. The status of AI influencers within Bulgarian digital culture is currently fluid; while simulacra effectively engage and entertain, they have yet to achieve social legitimacy.
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Copyright (c) 2026 Academic seminar "Media and Education", Department of Sociology, South-West University
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