Impact of Social Media Influencer Authenticity on Brand Trust and Purchase Intent Among Gen Z Consumers.

Project Abstract

The study investigates how perceived authenticity of social media influencers affects brand trust and purchase intent among Gen Z consumers, exploring the mechanisms, mediators, and boundary conditions that shape online consumer behavior in a rapidly evolving digital marketplace. Grounded in signaling theory and social identity theory, the research examines how authentic cues—such as transparency about sponsorships, aligned personal and brand values, consistency in messaging, and perceived honesty in product reviews—translate into trust in brands and subsequent purchasing decisions. A mixed-methods design combines an adaptive online survey (n ? 1,200) with in-depth interviews (n ? 25) to capture both broad patterns and nuanced perspectives across diverse Gen Z cohorts in urban and suburban settings. Quantitative analysis employs structural equation modeling to test a hypothesized model where influencer authenticity positively influences brand trust, which in turn mediates purchase intent; brand credibility, parasocial relationship strength, and perceived influencer expertise serve as additional mediators and moderators. Qualitative thematic analysis uncovers how authenticity is interpreted by Gen Z, including the role of perceived motives, consistency across platforms, and authenticity paradoxes when sponsored content appears overly polished or misaligned with audience values. The study also investigates the differential effects across product categories (consumer electronics, beauty, fashion, and fast-moving consumer goods) and purchase contexts (impulse versus planned purchases). Significant findings indicate that authenticity markedly enhances brand trust, particularly when influencers demonstrate transparency about sponsorships and provide genuine personal endorsements that align with audience values. Brand trust robustly mediates purchase intent, with parasocial relationship strength amplifying this pathway for micro- and mid-tier influencers. However, authenticity effects diminish when perceived motive becomes transactional or when financial incentives overshadow authentic storytelling, suggesting boundary conditions for influencer marketing efficacy. The research contributes to marketing theory by integrating authenticity as a key signaling variable within influencer-brand dynamics and by clarifying its role in shaping trust-based consumer behavior among digitally native cohorts. Practically, the results offer guidance for marketing managers on selecting authentic influencers, crafting transparent sponsorship disclosures, and balancing content authenticity with brand objectives to optimize trust and conversion. The study also highlights ethical considerations and the need for platform-wide standards to safeguard authenticity perceptions. Policy implications address regulatory enforcement around disclosure practices and the impact of influencer marketing on consumer welfare. Overall, the findings illuminate how authenticity, as parsed by Gen Z, operates as a strategic asset in influencer collaborations, with direct implications for brand trust formation and the conversion pathway from exposure to purchase.

Project Overview

What This Project Is About

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A plain-language overview of how social media influencers affect what Gen Z thinks about brands. It looks at how authentic an influencer seems and whether that authenticity makes young people trust a brand more and decide to buy or consider buying its products.

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The Problem It Addresses

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Many brands partner with influencers, but not all followers trust those endorsements. When followers sense inauthenticity, trust drops and purchase interest may fail. The project investigates how perceived authenticity influences brand trust and the likelihood of purchase among Gen Z.

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Objectives of the Project

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1. Define what counts as “authenticity” in influencer marketing from the perspective of Gen Z.
2. Measure how perceived authenticity relates to brand trust among Gen Z consumers.
3. Examine the link between brand trust and purchase intent.
4. Identify factors that enhance or diminish perceived authenticity (e.g., disclosure, alignment with values).
5. Provide practical recommendations for brands and influencers.

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What You Will Do Step by Step

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1. Review literature on influencer marketing and authenticity.
2. Design a simple survey or interview guide suitable for undergraduates.
3. Recruit Gen Z participants and collect data on authenticity perceptions, trust, and purchase intent.
4. Analyze data using basic statistics or thematic analysis.
5. Interpret results and relate them to marketing practice.

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Expected Outcome

The project should clarify how authenticity affects trust and buying interest among Gen Z and offer clear guidance for crafting authentic influencer partnerships to improve brand outcomes.