Influencer marketing: impact of authenticity on customer purchase intentions

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.