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All Journal Journal of Innovation in Business and Economics
Hendra Hendra
Politeknik Wilmar Bisnis Indonesia, Indonesia
Economics, Econometrics & Finance

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When influencers get real: how do customers react? Andriasan Sudarso; Hendra Hendra; Wan Suryani
Journal of Innovation in Business and Economics Vol. 9 No. 02 B (2025): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v9i01.41124

Abstract

The shifting digital marketing landscape highlights the central role of social media influencers, with a trend towards more authentic and vulnerable content emerging in response to increasing consumer skepticism. This research aims to investigate the direct influence of influencer vulnerability (measured through authenticity, relatability, and responsiveness), influencer trust, influencer credibility, and influencer viewing frequency on consumer purchase intention. Data was collected through an online survey of 147 active social media users who follow influencers. The results of multiple regression analysis show that influencer authenticity and relatability have a positive and significant influence on purchase intention. Similarly, influencer trust and credibility, as well as influencer viewing frequency, also positively influence purchase intention. Interestingly, influencer responsiveness and gender were not found to have a significant influence. These findings confirm that the power of authenticity and emotional connection, supported by trust and credibility, and consistent exposure, are key to driving purchase intention in an increasingly transparent influencer era. Managerial implications include the importance of influencers in building genuine and relevant connections, while brands should focus on long-term partnerships that leverage credibility and exposure frequency
Co-Authors Andriasan Sudarso Wan Suryani