Tools
Tools
Yaramala, Gopal Reddy (2025) The Impact of Influencer Authenticity on Consumer Trust and Purchase Intentions in Social Media Marketing. Masters thesis, Dublin, National College of Ireland.
Preview |
PDF (Master of Science)
Download (1MB) | Preview |
Abstract
In this study, the study team employed a quantitative study that involved surveying 150 social media users of Gen Y and Gen Z using a structured questionnaire. The authenticity of influencers significantly influences the consumer trust and purchase tendency as the study employed descriptive statistics, analysis of variance, and visual interpretations performed in R. Based on findings that matter most, attributes that shape the perception of others on authenticity are permission to share what one has learned, sincerity on the failures, and interaction with the followers. Clear disclosure of product reviews, in particular, the sponsorship, was also demonstrated to hold critical importance in cultivating confidence. ANOVA did not show any significant differences in the perceived authenticity among the platforms, but the platform preferences showed that Instagram and YouTube were most preferred. Marketers can be heartened by the useful implications of the study: as authenticity-based techniques make influencing more credible, they can help generate consumer trust and increase the likelihood of a purchase.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McElherron, Lynda UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks |
| Divisions: | School of Business (- 2025) > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 16 Dec 2025 18:51 |
| Last Modified: | 16 Dec 2025 18:51 |
| URI: | https://norma.ncirl.ie/id/eprint/9058 |
Actions (login required)
 |
View Item |