Abstract
The digital marketing and social media landscape is currently proliferated by AI-driven synthetic influencers. However, while these influencers are simulated to mimic human social and physical features, their hyper-human-like characteristics could create ethical and socio-emotional tension. In this paper, we aim to explore the interaction between the ethical dimensions and socio-emotional features of AI-driven synthetic influencers and how they shape engagement and psychological well-being across contexts. We plan to interview users and customers who are exposed to AI-driven synthetic influencers across social media platforms. Additionally, a Fuzzy DEMATEL approach will be used to analyse the perception of users and customers based on a questionnaire that will be shared. Outcomes from the research will be useful for brands and policymakers across contexts, as well as contribute to theoretical development in the research area.