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Impact of perceived authenticity in micro-influencer marketing on purchasing intention in fitness sector: The mediation role of trust

Authors:

D. N. M. N. Wijerathna ,

University of Ruhuna, LK
About D. N. M. N.
Department of Marketing, Faculty of Management and Finance
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T. R. Wijesundara

University of Ruhuna, LK
About T. R.
Department of Marketing, Faculty of Management and Finance
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Abstract

The purpose of the current study is to examine the impact of perceived authenticity in Micro-influencer marketing on purchasing intention with the mediation role of trust in the fitness sector. This is an explanatory study and the primary data were collected through an online self-administered questionnaire. The sample consisted of 150 respondents who are already following micro-influencers in the fitness sector on social media platforms. Partial Least Square Structural Equation Modelling was performed with Smart-PLS to estimate the path coefficients and to test the hypotheses developed in the study. The study discovered that there is a direct impact of perceived authenticity on purchasing intention and the relationship is partially mediated by trust. Subsequently, the theoretical and practical implications of the study are discussed.

How to Cite: Wijerathna, D. N. M. N., & Wijesundara, T. R. (2022). Impact of perceived authenticity in micro-influencer marketing on purchasing intention in fitness sector: The mediation role of trust. Journal of Management Matters, 9(1), 1–25. DOI: http://doi.org/10.4038/jmm.v9i1.30
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Published on 19 Oct 2022.
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