Impact of Social Media Influencer Authenticity on Brand Trust and Purchase Intent Among Gen Z Consumers Note: If you want more than one option, I can provide a list.

Project Abstract

This study investigates how the perceived authenticity of social media influencers (SMIs) affects brand trust and purchase intent among Gen Z consumers in digitally native markets. Grounded in signaling theory and the marketing communication framework, the research examines authenticity as a multidimensional construct comprising perceived honesty, transparency, consistency, and alignment with audience values, and tests its mediating role between influencer endorsement and consumer attitudes toward brands. A mixed-methods design is employed, combining a large-scale quantitative survey (n=1,200) across major social platforms with in-depth qualitative interviews (n=30) to capture nuanced interpretations of authenticity signals such as disclosure practices, experiential demonstrations, user-generated content integration, and affiliate disclosures. The study also differentiates effects across platform contexts (Instagram, YouTube, TikTok) and product categories (fashion, tech, beauty) to reveal boundary conditions of authenticity effects on brand trust and purchase intent. Quantitative analyses utilize structural equation modeling to evaluate direct and indirect effects, testing hypotheses that authenticity positively influences perceived brand trust, which in turn drives purchase intent. Moderating variables include consumer skepticism, prior brand familiarity, and influencer credibility, while mediation effects consider the roles of parasocial relationships and source credibility. Mediation of brand trust between authenticity and purchase intent is expected to be partial, with authenticity directly impacting purchase intentions through attitude toward the influencer and perceived value congruence. Qualitative findings are anticipated to illuminate the mechanisms by which Gen Z interprets authenticity signals—such as the importance of consistency between stated values and actual behavior, the impact of real-life demonstrations over scripted endorsements, and the perceived risks of inauthentic microtargeting. The study contributes to theory by integrating authenticity constructs with trust and purchase behavior in the influencer marketing context, clarifying measurement scales for authenticity in social media endorsements, and identifying threshold effects for authentic signaling in different platform environments. Practically, it offers actionable guidance for marketers and influencers on best practices for cultivating genuine connections with Gen Z, including strategies for transparent sponsorship disclosures, value-aligned content creation, and portfolio diversification to mitigate authenticity fatigue. The research also provides implications for brand managers regarding risk assessment, content governance, and collaboration selection criteria to optimize return on investment in influencer partnerships. Finally, by delineating the contingencies of platform-specific dynamics, the study informs platform policy discussions and consumer protection considerations related to influencer marketing transparency and authenticity attribution.

Project Overview

What This Project Is About

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The project explores how Gen Z consumers respond to influencers on social media, focusing on how authentic an influencer seems and how that affects trust in the brand and the likelihood of buying products promoted by the influencer.

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The Problem It Addresses

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Objectives of the Project

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1. Define authenticity from the audience perspective and identify indicators of perceived authenticity.
2. Examine the link between authenticity and brand trust among Gen Z.
3. Assess how brand trust influences purchase intent for influencer-promoted products.
4. Provide actionable guidelines for brands to enhance perceived authenticity in influencer partnerships.

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What You Will Do Step by Step

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1) Review existing studies on influencer marketing and authenticity.

2) Design a simple survey or interview guide suitable for undergraduates to measure authenticity, trust, and purchase intent.

3) Collect data from a sample of Gen Z social media users.

4) Analyze data to test relationships (e.g., correlations or basic regression).

5) Interpret results and discuss practical implications for marketers.

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Expected Outcome

Anticipated findings show that higher perceived authenticity strengthens brand trust and increases purchase intent, with moderating factors like platform, format, and authenticity cues. The study will offer practical recommendations for crafting authentic influencer collaborations.

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