Influencer Content Authenticity and Generation Z: Effects on Electronic Word-Of-Mouth (Ewom) Intention and Purchase Intention: A Quantitative Survey Study

Authors

  • Ayesha Ishfaq M.Phil. Fellow, Faculty of Media & Mass Communication, University of Central Punjab, Lahore

Abstract

Generation Z is more likely to share material, trust influencers, and choose to purchase suggested goods when they perceive influencer content to be real. This study examines whether eWOM intention modulates the link between perceived influencer authenticity and purchase intention among Generation Z. Using a structured survey (N=300) gathered online and in person, data will be analysed with SPSS. Additionally, I use an independent-samples t-test to evaluate the mean purchase intentions of respondents who were exposed to high-authenticity vs low-authenticity influencer material. Prior study demonstrates authenticity is a significant driver of engagement and purchase reactions in digital environments (Liao, 2024; Kim, 2023; Masuda, 2022; Hasan, 2024; Duffek, 2025). The findings will assist marketers in creating Gen Z influencer campaigns that are real.

Keywords: Generation Z, Influencer Authenticity, Purchase Intention, Influencer Campaigns

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Published

2026-04-27

How to Cite

Ayesha Ishfaq. (2026). Influencer Content Authenticity and Generation Z: Effects on Electronic Word-Of-Mouth (Ewom) Intention and Purchase Intention: A Quantitative Survey Study. Sociology &Amp; Cultural Research Review, 5(2), 87–96. Retrieved from https://www.scrrjournal.com/index.php/14/article/view/651

Issue

Vol. 5 No. 2 (2026): Sociology & Cultural Research Review

Section

Articles