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The Effect of Social Media Influencers’ Trustworthiness on Customers’ Perceived Brand Value, and Purchase Intention: A Perspective of Gen Z

In: Celebrity, Social Media Influencers and Brand Performance

Author

Listed:
  • Li Ding

    (Institut Lyfe)

Abstract

This chapter aims to explore the impact of perceived trustworthiness toward Gen Z social media influencers on Gen Z restaurant customers’ perceived brand value and purchase intentions. This study collected online survey data from 312 Gen Z restaurant customers in the United States in the spring of 2023. The partial least squares structural equation modeling (PLS-SEM) was used to analyze the data and concluded that Gen Z customers’ perceived high trustworthiness toward Gen Z social media influencers had a positive impact on increasing brand value perception and purchase intentions. This study did not identify the significant effect differences between the social influencer’s follower group and the non-follower group. The results of this chapter provide a better understanding of Gen Z consumer behavior and how their consumption behavior is influenced by social media influencers in the same generation.

Suggested Citation

  • Li Ding, 2024. "The Effect of Social Media Influencers’ Trustworthiness on Customers’ Perceived Brand Value, and Purchase Intention: A Perspective of Gen Z," Springer Books, in: Saloomeh Tabari & Qing Shan Ding (ed.), Celebrity, Social Media Influencers and Brand Performance, chapter 3, pages 39-62, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-63516-8_3
    DOI: 10.1007/978-3-031-63516-8_3
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