From Skeptics to Buyers: How Influencer Authenticity and Relatability Drive Purchase Decisions Among Gen-Z

Jewel Anna Reji , Navya K , Vinayak S Nair , Harsh Kataruka

Influencer Marketing, Gen Z, trust paradox, authenticity, relatability, purchase behaviour

Influencer marketing has rapidly gained prominence among Gen Z consumers, yet a gap persists between their stated trust in influencer recommendations and their actual purchasing behavior. This study explores the “trust paradox” by examining how perceived authenticity, relatability, and trust influence purchase decisions among Indian Gen Z audiences. The objective of the study is to determine the psychological cues that drive purchase conversion despite moderate trust levels. A quantitative, cross-sectional research design was adopted, and data were collected through an online survey of 154 Gen Z respondents aged 18–26. Composite measures of trust, authenticity, and relatability were analyzed using descriptive statistics, Pearson correlations, chi-square tests, and binary logistic regression to assess their predictive role in purchase behavior. Findings show that all three psychological cues like trust, authenticity, and relatability meaningfully shape whether Gen Z consumers act on influencer recommendations. Trust and relatability emerged as the strongest contributors to purchase decisions, while authenticity played a supportive but significant role. The results suggest that even when explicit trust is moderate, strong emotional and relational cues can still drive conversion. The study concludes that influencer impact on Gen Z is not driven by emotion alone but by a combination of cognitive and affective signals. These insights highlight the importance of selecting influencers who are credible, relatable, and genuinely aligned with brand values.

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"From Skeptics to Buyers: How Influencer Authenticity and Relatability Drive Purchase Decisions Among Gen-Z", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.a175-a184, January-2026, Available :https://ijsdr.org/papers/IJSDR2601022.pdf

Volume 11 Issue 1, January-2026

Pages : a175-a184

Paper Reg. ID: IJSDR_306766

Published Paper Id: IJSDR2601022

Downloads: 000411

Research Area: Management All

Country: Kancheepuram, Tamil Nadu, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2601022

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2601022

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition