Influencer Authenticity and Its Impact on Generation Z’s Purchase Intentions: Evidence from Micro-Influencer Marketing

Abstract

This study examines the impact of perceived influencer authenticity on Generation Z’s purchase intentions within the context of micro-influencer marketing. Given Gen Z’s skepticism toward traditional advertising and celebrity endorsements, authenticity has emerged as a critical determinant of influencer effectiveness. A quantitative, cross-sectional research design was employed. Data were collected through an online survey from 300 Gen Z respondents (aged 18–27) who actively follow micro-influencers on Instagram and TikTok. Established measurement scales were adapted from prior studies. Structural Equation Modeling (SEM) was used to test the hypothesized relationships. The results indicate that influencer authenticity has a significant positive effect on purchase intention. Additionally, authenticity positively influences trust, which partially mediates the relationship between authenticity and purchase intention. The study contributes to influencer marketing literature by validating authenticity theory in the Gen Z micro-influencer context. Practically, the findings suggest that brands should prioritize long-term collaborations with authentic micro-influencers to enhance consumer trust and behavioral outcomes.