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Influencer marketing: impact of authenticity on customer purchase intentions

Author

Listed:
  • Chaudhry Kashif Mahmood

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

  • Harcharanjit Singh

    (Universiti Teknologi Malaysia, Malaysia)

  • Tayyiba Khalil

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

  • Tayyiba Khalil

    (Universiti Teknologi Malaysia, Malaysia)

  • Faisal Aftab

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

  • Hina Khan

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

  • Imran Manzoor

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

  • Kashif Ahmed Abdulhayee

    (Imam Abdulrahman Bin Faisal University, Saudi Arabia)

Abstract

Social Media Influencers (SMIs) are vital to the automotive sector by shaping consumer perceptions, increasing brand visibility, and driving purchase intentions through authentic and relatable content. Their ability to engage with specific audiences allows automotive brands to build trust and credibility, influencing the choices of prospective buyers. This study attempts to investigate the effect of SMI authenticity on consumer attitudes and purchasing intentions within the automobile sector in Pakistan. This study employs the Meaning Transfer Model of Celebrity Endorsement (McCracken, 1989) and the Authenticity Model of Computer-Mediated Communication (Lee, 2020) to investigate the impact of perceived authenticity on consumer attitudes and purchase intentions regarding automotive products. A quantitative approach was employed to collect data (N=385) from consumers in Pakistan who interact with SMIs in the automotive sector. The findings indicate that SMI authenticity significantly impacts consumer attitudes and purchase intentions, with consumer attitudes mediating between authenticity and purchase intentions. This study enhances the current literature on influencer marketing by highlighting the importance of authenticity in influencing consumer behaviour within high-involvement industries. The discourse encompasses ramifications for marketers and suggestions for subsequent research.

Suggested Citation

  • Chaudhry Kashif Mahmood & Harcharanjit Singh & Tayyiba Khalil & Tayyiba Khalil & Faisal Aftab & Hina Khan & Imran Manzoor & Kashif Ahmed Abdulhayee, 2025. "Influencer marketing: impact of authenticity on customer purchase intentions," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 12(4), pages 25-42, June.
    • Handle: RePEc:ssi:jouesi:v:12:y:2025:i:4:p:25-42
    DOI: 10.9770/t8692335355
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    More about this item

    Keywords

    social media influencers; perceived authenticity; consumer attitude toward SMI; consumer purchase intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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