Decoding digital influence: the role of authenticity and congruence between influencers and Gen Z consumers of Bangladesh

Abstract

Social media influencers have risen as one of the most effective and influential sources that drive consumer behavior in the digital age, more specifically concerning the Gen Z consumer. This study investigates internal mechanisms of influencer marketing and how these perceived brand authenticity and congruence among brand followers—between influencers and consumers and brands—finally influence consumer attitude and behavior. The present study takes the help of Social Identity Theory, Self-Congruity Theory, and Social Exchange Theory to find out those psychological mechanisms working behind the success of influencer marketing campaigns on social media. For this study, an online survey conducted on 449 students of Bangladesh who are following social media influencers. These include perceived authenticity, influencer-product congruence, influencer-consumer congruence, consumer-product congruence, and after-effects on attitude toward the product, purchase intention, and recommendation intentions. The proposed hypotheses have been tested using quantitative techniques. The results suggest that positive consumer outcomes will be driven by authenticity and congruence only, and this will be helpful in providing nuanced insight into ways in which influencer marketing can be used in driving customer engagement and brand loyalty.