International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
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Volume 8 Issue 5
September-October 2026

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Impact of Influencer Authenticity, Trustworthiness and Overexposure on Consumer Purchase Intention

Author(s) Ms. Manisha Rani K, Prof. Deepak Shyam
Country India
Abstract The rapid growth of influencer marketing has significantly transformed consumer decision-making processes. While perceived authenticity has been widely recognized as a key determinant of influencer effectiveness, increasing commercialization and overexposure have raised concerns regarding its impact on consumer behavior. This study examines the influence of perceived authenticity, trustworthiness, and influencer overexposure on purchase
intention.Primary data was collected from 184 respondents using a structured questionnaire, and multiple regression analysis was employed to test the proposed relationships. The findings reveal that trustworthiness is the strongest predictor of purchase intention, while perceived authenticity does not have a statistically significant direct effect. Influencer overexposure shows a significant effect, indicating that increased exposure enhances product visibility.The results suggest that authenticity may influence purchase intention indirectly through
trustworthiness, emphasizing the importance of credibility in influencer marketing. The study contributes to existing literature by highlighting the diminishing direct impact of authenticity in highly commercialized environments and underscores the need for balanced promotional strategies.
Keywords Influencer Marketing, Authenticity, Trustworthiness, Overexposure, Purchase Intention, Consumer Behavior
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-16
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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