Cultural values and AI influencers: how trust and attachment drive decision confidence among consumers in the beauty and fashion market

Abstract

Introduction AI influencers are increasingly used in beauty and fashion marketing, but evidence on what drives consumer trust in emerging markets is limited. In collectivist contexts such as Ghana, cultural values may shape evaluations of AI agents. This study examines how cultural values and AI-driven influencer credibility influence trust, attachment, and decision confidence among young consumers in Ghana's beauty and fashion sector. Methods Data were collected from 817 Ghanaian social media users aged 18–45. Partial least squares–structural equation modeling was used to test seven hypotheses on direct effects and mediation. Results All seven hypotheses were supported. Cultural values significantly enhanced AI-driven influencer credibility. Both cultural values and AI-driven influencer credibility significantly increased influencer attachment. AI-driven influencer credibility strongly predicted trust in AI-driven influencers. Trust significantly influenced decision confidence. Cultural values also had a direct effect on decision confidence. Trust mediated the relationship between AI-driven influencer credibility and decision confidence. The model explained 50.4% of variance in decision confidence. Discussion The findings extend Source Credibility Theory to AI agents in an emerging market. In collectivist contexts, cultural values build credibility for AI influencers, which promotes trust and attachment. For practice, brands targeting young consumers in emerging markets should use cultural cues to strengthen AI influencer credibility and focus on trust in AI campaigns for beauty and fashion. The study is limited to Ghana's youth market. Cross-cultural replication is required. This is the first study of AI influencer credibility among youth in sub-Saharan Africa's beauty and fashion sector.