Trust in the Scroll: The Mediating Role of Parasocial Interaction in Influencer Marketing on Instagram Reels

Abstract

In the evolving landscape of digital marketing, nano- and micro-influencers have gained increasing relevance among Generation Z audiences due to their perceived authenticity and relatability. This study investigates how these influencer tiers on Instagram Reels affect purchase intention, with a focus on the mediating role of trust developed through parasocial interaction. A quantitative cross-sectional survey was conducted among 371 Indonesian Instagram users aged 18–25, employing purposive and snowball sampling. Data were collected using validated Likert-scale instruments for perceived authenticity, trust, and purchase intention, and analyzed through regression and mediation testing. The results indicate that nano-influencers generated higher engagement variability, while micro-influencers elicited stronger purchase intent. Trust significantly mediated the relationship between perceived authenticity and purchase behavior, highlighting its central role in transforming engagement into actionable outcomes. The findings underscore that superficial engagement metrics alone cannot predict conversion; instead, authenticity, emotional resonance, and trust-based connections are critical. These results provide both theoretical contributions to parasocial interaction research and practical implications for brands seeking to optimize influencer marketing strategies among Gen.