Influencer Marketing Effectiveness and Consumer Purchase Intention: The Role of Trust and Perceived Authenticity

Abstract

Influencer marketing has emerged as one of the most influential digital marketing strategies in contemporary business environments. Social media influencers shape consumer attitudes, brand perceptions, and purchase decisions through personalized content and perceived relatability. Despite its rapid growth, scholarly understanding of how influencer marketing effectiveness translates into consumer purchase intention remains fragmented, particularly regarding the mediating roles of trust and perceived authenticity. This study examines the structural relationships among influencer marketing effectiveness, perceived authenticity, consumer trust, and purchase intention using a quantitative approach grounded in Source Credibility Theory and Signaling Theory. Data were collected from 420 active social media users through a structured questionnaire employing validated measurement scales. Partial Least Squares Structural Equation Modeling was applied to test measurement and structural models. Results demonstrate that influencer marketing effectiveness significantly influences perceived authenticity and consumer trust. Perceived authenticity positively affects trust and directly impacts purchase intention. Trust emerges as a strong predictor of purchase intention and partially mediates the relationship between authenticity and purchase intention. The findings highlight the strategic importance of credible, transparent, and authentic influencer partnerships in enhancing marketing outcomes. The study contributes to digital marketing literature by integrating authenticity and trust into a unified structural framework and offers practical implications for brand managers seeking to optimize influencer campaigns. Future research directions include cross cultural comparisons and longitudinal analyses to assess evolving consumer perceptions