The Effect of Influencer Marketing on Purchase Intention across Various Generations

Abstract

This study examines the impact of influencer marketing on consumer purchasing intentions across generational cohorts, with a focus on Generation X. While prior research emphasizes Generation Y and Z for their digital proficiency, Generation X holds significant economic power and market potential. Using regression analysis and LISREL modeling, this research explores the effects of para-social interactions, celebrity endorsements, and price perception on purchase intentions. Findings reveal that Generations Y and Z are highly responsive to influencer marketing, while Generation X values credibility and authenticity. Celebrity endorsements significantly impact all generations, though para-social interactions and price perception influence purchase intentions differently. These insights provide strategic guidance for marketers in tailoring influencer strategies to diverse generational preferences, enhancing consumer engagement.