Impact of perceived authenticity in micro-influencer marketing on purchasing intention in fitness sector: The mediation role of trust

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.