ShodhPatra: International Journal of Science and Humanities

Beyond Influence: How Trust and Authenticity Drive Consumer Engagement and Purchase Intention in Social Media Marketing

Abstract This study examines the cohesive structure connecting trust, authenticity, engagement, and purchase intention in influencer marketing. The study utilised data from 250 respondents and applied regression, ANOVA, MANOVA, moderation, and mediation analyses to evaluate seven hypotheses. The findings established that trust is a strong predictor of authenticity, authenticity fosters engagement, and engagement propels purchase intention. Moderation research indicated that influencer type enhances the authenticity–engagement relationship, especially for micro influencers among younger demographics. Mediation research revealed that dynamic content forms (Reels, Stories, Live sessions) partially moderate the relationship between authenticity and engagement. The distinctions in product categories underscore that fashion and beauty rely on trust and authenticity, whereas technology and fitness depend on interaction and content attributes. The results enhance influencer marketing theory by confirming regulated and mediated pathways and broaden managerial practice by providing practical options for customising influencer campaigns. The implications for digital transformation and prospective research avenues are examined.