Authenticity or Illusion? Exploring the Impact of Influencer Marketing on Gen Z's Purchase Decisions

Abstract

The rise of social media platforms has changed the whole architecture of modern marketing,
and influencer endorsements have become a primary mechanism through which brands try to
influence the consumer behaviour. But the success of influencer marketing is built on the
perceived authenticity. This research explores the influence of influencer marketing on
purchasing behaviour of Generation Z (Gen Z) with a focus of perceived authenticity,
influencer credibility, trust, and engagement. This study proposes a conceptual model which
includes five connected constructs and seven testable hypotheses based on Source Credibility
Theory, Parasocial Interaction Theory and the Elaboration Likelihood Model. The proposed
quantitative methodology uses Structural Equation Modelling (SEM) with survey data from
450 respondents of Gen Z. This study aims to address a long-standing conceptual dilemma in
the existing literature: whether the persuasive power of influencer material signals real audience
involvement or is a purposefully constructed illusion. The Findings of the study are predicted
to indicate that perceived authenticity regulates the connection between influencer credibility
and purchase intention, and parasocial interaction moderates the trust–engagement nexus. On
the theoretical front, the study helps to integrate previously segregated frameworks and on a
practical level, it offers advice which is actionable for brand managers and content strategists
working in an era of increased consumer mistrust.