Articles
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
T. R. Wijesundara
University of Ruhuna, LK
About T. R.
Department of Marketing, Faculty of Management and Finance
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
Published on
19 Oct 2022.
Peer Reviewed
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