Paper Contents
Abstract
Abstract:- this study investigates how Indian generation z customers purchase intentions are impacted by authenticity and belief trust in influencer marketing influencers have become formidable brand advocates as digital platforms become more and more important for consumer engagement particularly with gen z a tech-savvy and socially connected group 250 gen z respondents from all around India were given a structured online survey as part of this studys quantitative methodology purchase intention perceived authenticity and influencer trust are important constructs that are measured the results show that purchase intention is strongly positively correlated with both authenticity and trust furthermore it was discovered that this association was moderated by the frequency of interactions with influencers the study offers marketers insightful information indicating that collaborations with genuine and reliable influencers can greatly increase customer engagement and revenue by emphasizing the ways in which emotional trust and perceived realness influence customer choices in the Indian gen z environment the study adds to the expanding corpus of research in digital marketing
Copyright
Copyright © 2025 Mahak Jain. This is an open access article distributed under the Creative Commons Attribution License.
