Authors: Assistant Professor Richa Agnihotri, Associate Professor Dr. Suresh Kamarapu
Abstract: The current research looks into how the perceived authenticity of celebrity influencers affects consumer purchase intention in social commerce contexts. Informed by Source Credibility Theory and the Elaboration Likelihood Model, the study considers authenticity as a multi-faceted variable which includes factors such as transparency, expertise manifestation, and value congruency. A quantitative survey methodology is used to reach out to users of social media who are followers of celebrity influencers and have purchased goods/services via their recommendations. Hypotheses about relationships are tested using structural equation modeling with sponsorship transparency and parasocial interaction being considered as mediator variables. The results will be useful for the development of literature on influencer marketing in that it will show that authenticity works through cognitive and affective dimensions. Implications for management indicate that the choice of celebrity influencers whose authenticity cues match with consumer’s information processing styles should be made.
