The Impact of Influencer Authenticity on Consumer Buying Intentions.

In today’s digital era, social media influencers have emerged as powerful voices shaping consumer perceptions and purchase decisions. Unlike traditional celebrities, influencers establish closer connections with their audiences through relatable and interactive content. However, the effectiveness of influencer marketing heavily depends on how authentic these influencers appear to their followers. This study examines the impact of influencer authenticity on consumer buying intentions, with a particular focus on dimensions such as transparency, credibility, relatability, and consistency. A structured survey was conducted among social media users aged 18–40, and the data was analyzed using statistical techniques including correlation and regression analysis. The findings reveal that authenticity strongly enhances consumer trust, which in turn positively influences buying behaviour. Additionally, demographic factors such as age and social media usage patterns moderate the effect of authenticity on purchase intention. The study suggests that brands should prioritize long-term collaborations with influencers who demonstrate genuine alignment with brand values. Overall, the research highlights that authenticity is not only a critical determinant of influencer effectiveness but also a key strategy for fostering stronger consumer-brand relationships and encouraging long-term loyalty.