Influence of Social Media Influencer Credibility on Brand Trust and Purchase Intention among Generation Z Consumers

Abstract

Social media influencers have become powerful marketing agents by shaping consumer perceptions, building brand awareness and influencing purchase decisions through authentic and engaging content. The credibility of influencers, reflected in their trustworthiness, expertise, attractiveness, authenticity and information quality, plays a significant role in establishing brand trust and encouraging purchase intention among Generation Z consumers. This study examines the influence of social media influencer credibility on brand trust and purchase intention among Generation Z consumers. A descriptive research design with a quantitative research approach was adopted and primary data were collected from 250 Generation Z consumers through a structured questionnaire. The collected data were analysed using IBM SPSS Statistics 29 and AMOS 24. Statistical techniques including percentage analysis, descriptive statistics, Cronbachs Alpha, correlation, multiple regression, ANOVA, Chi-square, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were employed to test the proposed hypotheses. The findings reveal that influencer credibility significantly enhances brand trust, which in turn positively influences consumer purchase intention. Among the credibility dimensions, authenticity and trustworthiness were found to have the strongest impact on brand trust. The study provides valuable insights for marketers, brand managers and businesses seeking to design effective influencer marketing strategies that strengthen consumer trust and improve purchase behaviour.