Influencer Authenticity And Purchase Intention

Author(s)	Marreddy Venkata Ajay
Country	India
Abstract	This research examines the multiple facets of the connection between the authenticity of influencers and their consumers' intentions to buy. Based on multiple sources, the paper analyzes different kinds of influencers, such as celebrity influencers, non-celebrity influencers, and virtual influencers, in terms of influencing the consumer perception process. In terms of the research objectives, the following eight dimensions of authenticity were analyzed: sincerity, altruistic motives, truthfulness, realness, honesty, transparency, uniqueness, and consistency. It was found that although such characteristics as sincerity and consistency play an important role in building a psychologically close bond between consumers and brands, there is the problem of the "conversion bottleneck" that makes up almost 60% of all neutral consumers concerning their willingness to purchase anything. In addition, based on statistical data using a Generalized Linear Model, the following variable – Consistency (X8) with the coefficient of 0.246 became the strongest predictor of buying behavior.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-04-29

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Advanced International Journal for Research