Survey analysis uncovers how relatability and trust affect purchase intention in Gen Z, indicating emotional mediation by parasocial interactions.
Key Points
Purchase intention increases when relatability and trust are established through influencer engagement, leading to stronger consumer connections.
Survey data from 400 Indonesian Gen Z users revealed emotional mediation (β = 0.24, p < 0.01), suggesting PSI plays a significant role in marketing effectiveness.
Structural equation modeling analyses confirmed that parasocial interactions enhance consumer trust and brand loyalty in influencer contexts.
Emphasizing authenticity and ethical transparency is crucial, as Gen Z prefers genuine engagement over manipulative marketing tactics.